As one of the leading brands in sneakers and streetwear fashion, Adidas Originals is known for its design innovation and eagerness to push boundaries. Just as this is the case for their own products, it also holds true for their willingness to break the mold in their print, digital, retail and advertising spaces.
For the Spring / Summer 2016 season, Originals introduced a new dimension and concept to their brand story, which previously had been focused on the past and present; this time it was about the future. The story focused on challenging the dystopian views of the future by reminding its audience that we can and should define our own path instead of going along with the masses. "Your future is not mine."