adidas Originals - exploration for a Stan Smith campaign concept

The Stan Smith is an absolutely classic silhouette. Therefore, in a brand exercise, I tried to position the shoe through the lens of timeless luxury, where it is more sustainable than a shoe that is out-of-trend after one season.

Luxury has always been synonymous with excess and elitism. But that doesn't exactly resonate with a new generation that cares about sustainability and inclusivity. They are reinventing the aesthetic of luxury. It is about hacking and disturbing the old codes to create a new language for a new, more sustainable age. A new, post-pandemic age, where also mental health has to be made a priority, a topic that is of utmost importance and needs visibility. A sport and lifestyle brand has the reach and impact to shine a light on it and normalize talking about it.

I used this styling, graphics and photoshoot exercise to explore a new look & feel for the most recognizable Originals products.