adidas Originals is back with a fresh new campaign for Spring/Summer 2025. Called The Original, the campaign explores what it means to lead with authenticity and explores the impact one trailblazer can have on a generation.
The Sneaker
At the centre of the story are three iconic silhouettes – the Superstar II, the Handball Spezial, and the Samba OG – sneakers that have become a part of music, fashion, and cultural movements around the world.
The Talent
For the South African leg of the campaign, adidas tapped into some of the country’s most influential music voices. Amapiano heavyweight Focalistic, singer-songwriter Shekhinah, and Gqom producer Que DJ are front and centre in the local visuals, shot by Cape Town-based photographer Sven Kristian.
Joining them are Bongeziwe Mabandla, DJ Doowap, and the indie/rock band internetgirlmusic, each showing up in their own way, as originals who’ve carved out new paths in sound and style.
The Film
The campaign film, directed by Thibaut Grevet, captures this energy with a powerful visual message: behind every movement is someone who started it. Someone bold enough to go first.
Press play to watch the campaign video below…
Want to own it?
The full Superstar, Spezial and Samba collection is now available at select adidas stores and online at adidas.co.za, with prices starting at R1899.
It just takes one.
Before there can be a thousand.
There’s always The Original.
It only takes one to spark something big.
* Stay tuned to Between 10and5 for the latest fashion, sneaker and music news.
