Adidas is tapping back into their musical roots to reach Gen Z with the launch of Club Originals. The athletic brand has a long history of music collabs and now it’s launching its biggest campaign since the 50th anniversary of its iconic Superstar shoe in 2020. The Club Originals campaign is kicking off with a 30-second short film spanning across 16 countries which shows “a party powered by a thumb drive with the Adidas logo.” The party’s attendees are sporting Adidas shoes and apparel while dancing to music and stars “French singer Ronisia, nonbinary artist and dancer Habibitch, and German singer Nina Chuba.” The campaign is also tapping singer and rapper Ashnikko, indie rocker Bakar, and Rinse FM host DJ Jyoty and next week, Adidas will host “an activation at the Beyond the Streets graffiti and street art exhibition at London’s Saatchi Gallery.” The event will celebrate the brand’s history while appealing to young consumers with a retro-futuristic theme. YPulse’s Fits For the Feed research found that music is the top thing young consumers use to express themselves. (Adweek)
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