Adidas - Celebrate Originality, Current themes

In 2010, adidas Originals unveils an all-embracing through-the-line Celebrate Originality campaign. Evolving from the successful 2009 “house party”, this year’s campaign embraces the “streets where originality lives”. In a neighbourhood, it brings together an eclectic mix of people from the worlds of music, fashion and sport, all showing their individual appreciation of originality and the adidas brand. 

Born in sport but now living in contemporary lifestyles, adidas Originals is uniquely able to be a relevant part of people’s lives. No matter whether skater, rocker, artist, musician or sports fan, they have all adopted the Trefoil brand and its products. Underlining this, the 2010 adidas Originals campaign welcomes an illustrious group of artists and athletes from all over the world to the street where originality lives: Musicians from Noel Gallagher to Snoop Dogg as well as athletes and sport icons from David Beckham to Franz Beckenbauer and many others come to the neighbourhood and show their originality.

“We were thrilled by the tremendous success and positive feedback for our 2009 “house party” campaign, so It was natural for us taking it to the next level, inviting all our consumers to what we hope will be another outstanding experience and a true celebration of Originality,” explains Hermann Deininger, CMO adidas Sport Style Division. 

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Adidas Originals - Fundamentals for brief…

An all-embracing brand that believes the streets is where originality lives, their designs cover all aspects of contemporary lifestyles while still demonstrating individual appreciations.

Meaning I have to create a conceptual design that appeals to more than one type of consumer…

I could possibly create a range that takes into consideration different ranges of contemporary lifestyles?


The following images demonstrate the reason why Adidas have such a broad design style…

Because they're able to appeal to completely different walks of life while keeping their brand 'original'

Visual Research:

Because this is a quick turn-around brief, I must limit my research, I already know from personal experience and being a consumer of Adidas Originals what's possible/ not possible for their brand. 

A key part of this brief will be making sure my idea is strengthened and executed in the right manners so that it fits with the ethos of Adidas Originals and their requirements.

Starting Point…

Graphic Design is about communication, what will I be communicating through my 'range' of designs?

The talent of street life has been glamourised as creativity. Could I glamourise an aspect of street life to be creatively accepted as new

'Think about the communication of street life and creativity'…

My first choice to make was what two mediums I would collide, instantly I wanted to use Photography and Illustration. Photography hadn’t played a large role throughout my previous work so using this medium would create a better balance in my portfolio.

Inspired by the appeal of Adidas originals to all walks of life, I decided to incorporate the idea of different types of people into my design process, I also wanted to experiment with gestures because Adidas is a brand that originated from the streets and created a language of its own through its creative street-style, with this in mind, I think combining the topic of; walks of life and gestures would create a very ‘Adidas Originals’ aesthetic in an original manner.