Unsurprisingly, inspiration for great storytelling, and for films that don’t merely push product, but sell big ideas, often come from outside the fashion space.
Sportswear, albeit only one step removed, is one such area. It always has been.
Three weeks into the New Year and we’re already seeing why that’s set to continue for 2017. Below are three new campaigns from Adidas, Reebok and Nike that you might want to pay attention to…
Reebok: Be More Human – Hands
Reebok is back with its “Be More Human” campaign, once again focusing on the idea that physicality unlocks a better version of yourself. At the heart of that is a 60-second spot called “Hands”, which highlights the idea of our hands as the “perfect metaphor for the change that happens when you are physical”, Yan Martin, Reebok’s VP of brand management and creative direction, told AdWeek.
“Because as we push and pull and fight, our hands collect calluses, and blisters and scars. They’re almost like journals in this way. But as our hands, and bodies, change, we also change on the inside. Becoming braver and kinder and more connected,” he adds. “We’re not just talking about fitness for the sake of fitness, or winning and losing. This is about the transformation that happens when we move—physically, mentally and socially. So that gives us a lot of areas to play in, and a lot to respond to within culture and the current mind-set of the world.” The ad was created by Venables Bell & Partners and is accompanied by a handful of additional spots following the same theme.
FKA Twigs x Nike: Do You Believe in More?
Nike Women has launched a new campaign fronted by FKA Twigs, who also plays the part of creative director. The result is a two-minute music video set to the artist’s new song Trust in Me and starring a cast of 12 athletes alongside her. In a statement, Twigs said: “When Nike first came to me with this project, I saw it as an opportunity to let young people know they have the power to become the best versions of themselves. I put together a cast of 12 incredible athletes to show that it’s about what you do in fitness gear. It’s about how you train. It’s about how those things help your movement.”
Adidas Originals: Original is Never Finished
Music is also central to a new global campaign from Adidas Originals to relaunch its EQT shoe line. The above 90-second film, called “Original is Never Finished” features a version of Frank Sinatra’s My Way, to reinforce the idea that despite being a track that’s been covered multiple times before, original is indeed, never finished. Stars include Snoop Dogg, hip-hop artist Stormzy, basketball star Kareem Abdul-Jabbar, skateboarder Lucas Puig, artist Petra Collins and more. It was created by New York agency Johannes Leonardo.
Alegra O’Hare, VP-global communications at Adidas Originals & Core, said: “We have in the past challenged ‘outward’-facing concepts like what it meant to be a superstar, or the dystopian notion of the future. For the first time ever, we decided to point the attention in, and challenge the very ethos of our brand and the notion of what it means to be a true original.”