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Future

adidas Originals - Your Future is not Mine

To launch the NMD, a new silhouette from adidas Originals, we needed to add a new dimension to the mostly nostalgic brand—the future. But the media paints a dystopian future.

To fight that notion we created a defiant anthem: “Your Future is Not Mine”. As the soundtrack to our launch film, the song heralded our message to the world. Viewers became hungry for a full length version, so when Grammy winning producer of the Weeknd, Illangelo, released the single it drove our campaign across multiple platforms, from events to outdoor.

Then the iconic new NMDs dropped. Within hours 400,000 pairs sold out, setting a new company record. 

Originals created a track that lead the brand, and a generation, into the future. Their own future.

AWARDS

2017 Cannes Lions - Bronze in Creative Effectivness
2016 Cannes Lions - Gold in Film Craft
2016 Cannes Lions - Gold in Branded Entertainment
2016 Cannes Lions - Bronze in Music / Brand Partnership
2016 Cannes Lions - Bronze in Design
2016 LIA Awards - Silver in Film
2016 LIA Awards - Silver in Original Music
2016 AICP Awards - Winner of Agency Art Direction
2016 AICP Awards - Winner of Original Score
2016 AICE Awards - Winner for Best Picture
2016 Shots Awards - Silver
2016 WPP'd Cream - Silver
2017 One Show - Silver for Original Music
2017 One Show - Shortlist in Film
2017 One Show - Silver for Original Music
2017 One Show - Shortlist for Direction
2017 D&AD - Wood Pencil for Original Music

Watch the case study above

"The words of the mezmarizing chant feel like a generational anthem..."

– Le Book

"Is adidas slaying the sacred cows of our culture?..."

– Forbes Magazine

Examples of campaign imagery shot by Pieter Hugo

"The adidas NMD release causes campouts and lineups across the globe..."

– Nice Kicks

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RESULTS

400K Pairs sold on the first day

.com Sold out immediately

Site crashed on first day

4.6 pairs sold every second

adidas made $100M more from online sales than expected

The brands biggest launch ever