CONCEPT DEVELOPMENT | CONTENT DIRECTION & PRODUCTION | ACTIVATION

adidas Originals: FORUm

Our key Originals campaign for 2021 saw the re-introduction of the iconic Forum silhouette through a visual montage style film series that spotlighted 6 iconic sub-cultures in South Africa.

We partnered with the iconic Soweto Skate Society, Car drifter Stacey-Lee May, Vogue Nights co-founder Tutu Zondo, Newly formed creative collective 4MyGirls as well as gamer Julia Robson and dancer Gina to authentically tell their stories of emergence through the lens of the new icon, Forum.

A collage of three photos featuring diverse women in various settings, with the 'FORUM' and 'adidas' logos overlaid.
Five young people posing on and around a pink and black racing car outdoors, with some standing on the car, one lying on the ground, and one practicing yoga.

As an extension of the lead campaign, we invited our Joburg creator network into the MKRLAB to customise a pair of Forum’s which were then live lidar scanned using an iPhone to create a personalised an animated representation of the creator’s custom shoe.

Creator’s were then captured in the store’s VIP studio with the final output resulting in a scanned and signed portrait which would later be posted on their instagram page.

A family photo with three people posing against a beige background. The person on the left is holding a blue 'Hello My Name Is Femme Taya' badge, and the person on the right is holding a similar badge with the name 'Dreamgirl Kamari.' The woman in the center is smiling and holding a pair of white and green Adidas sneakers, seemingly about to eat them.
Blue background with a white Adidas logo, the word "FORUM" in large letters, and the tagline "Stay Open To What's Next."
Blue background with white Adidas trefoil logo and the words 'FORUM Stay Open To What's Next'.