CONCEPT DEVELOPMENT | CONTENT DIRECTION
& PRODUCTION | DESIGN

adidas Originals: The Original

Originality is not a monologue but a rhythm. It begins with one, then becomes a thousand, until the world has no choice but to listen. ‘The Original’ explores the idea of ‘the one who inspires thousands’ through the lens of our local music scene, placing the Superstar and Firebird franchises in the spaces where music and streetwear naturally collide.

Internet Girl wearing adidas Superstar sneakers for 'The Original' Campaign, immersed within gritty environments.

Centred on the phrase ‘the original starts the beat, the thousand make it an anthem,’ the campaign unfolded against the backdrop of Africa’s Creative Renaissance, taking its inspiration from Amapiano: born in the townships, shaped by individual flair, and carried to global stages through collective energy. Our artists were always shown within their worlds, surrounded by movement, but still in focus as individuals with their own artistry.

Our stills captured each artist as ‘the one in a thousand,’ rooted in their communities and wearing the Superstar or Firebird in motion. The work wasn’t about staging icons but about moving with the culture itself, embedding ‘The Original’ into sound, dance and collective spirit. Environments were carefully chosen to reflect their artistry, with Shekhinah embodying contemporary pop and R&B, Bongeziwe underscored his role as a conductor of South Africa’s indie renaissance, and Internet Girl immersed within gritty environments, cementing their place at the centre of the next wave of sound. Focalistic and DJ Doowap brought energy in vibrant urban scenes tied to Hip Hop and Amapiano, while Que DJ embodied the pulse of Gqom alongside his decks and the centre of the crowd.

The Original celebrates the artists who inspire thousands, blending music, culture and adidas’ Superstar and Firebird franchises.

Rooted in Africa’s Creative Renaissance, The Original highlights the artists turning personal rhythm into global anthems.

From Amapiano to indie and hip hop, The Original captures artists in their true environments—where music and streetwear collide.

Starring Shekhinah, Bongeziwe, Internet Girl, Focalistic, DJ Doowap and Que DJ, The Original honours the creators shaping South Africa’s sound.

The Original positions each artist as “one in a thousand,” celebrating individuality within collective cultural movement.

The campaign brings Superstar and Firebird to life through authentic scenes of sound, dance and vibrant street culture.

Inspired by township-born Amapiano, The Original merges personal artistry with the collective energy of Africa’s music renaissance.

Each artist is shown in motion, rooted in community, defining what originality looks like in South Africa today.

The Original explores how one creator sparks the rhythm that becomes a movement—echoed through adidas style and African music.

Set in authentic creative spaces, The Original captures artists leading new waves of pop, indie, hip hop, amapiano and Gqom.

With Superstar and Firebird at the centre, The Original connects fashion, identity and the rhythm of Africa’s rising talent.

The campaign blends gritty locations and vibrant energy to showcase originality as both individual expression and collective force.

The Original shines a spotlight on South Africa’s emerging cultural leaders, each shaping global sound from their local worlds.

The Original celebrates the rhythm-makers leading Africa’s cultural wave, pairing bold artistry with adidas streetwear icons.

Environments were carefully chosen to reflect their artistry, with Shekhinah embodying contemporary pop and R&B,

SEEDING

Our seeding approach followed a monochromatic, minimalist design, encompassing the sentiment of “the first” and ‘the Original’ through all-white packaging. Each box contained the sneaker, and a bespoke ‘authentication card’, uniquely made for its recipient.

The gift included exclusive one-of-one prints by photographer Jesse Jewelz, showcasing beautifully captured editorial-style imagery taken behind the scenes on set.

From township roots to global stages, The Original honours the creators whose originality turns beats into anthems.

The campaign captures true creative movement—artists in their worlds, shaping sound, style and the spirit of a generation.

Superstar and Firebird meet South Africa’s rising talent in The Original, a tribute to individuality within community.

Shekinah. The Original fuses music, dance and culture, spotlighting artists who transform personal expression into collective energy.

Set within real creative spaces, The Original showcases how originality spreads—from one spark to a thousand voices.

The campaign channels Africa’s Creative Renaissance, celebrating the artists redefining sound and street culture today.

From Shekhinah’s pop flair to Que DJ’s Gqom pulse, The Original captures the diverse rhythms shaping modern South Africa.

The Original positions adidas icons within the heartbeat of the local music scene, where authenticity and motion lead.

Artists move through gritty streets and vibrant stages, embodying The Original’s message: one beat becomes an anthem.