The ‘now-stalgia’ trend continues with established brands in different industries from film to fashion, tapping old creative campaigns and ideas, and sportswear giant Adidas is no different. The apparel brand took it a step farther, reviving their adicolor collection, arguably its most iconic apparel franchise and ad campaign. The collection originally debuted in the late ’70s, and has been reimagined for the millenials and pivotals.
Encompassing apparel and footwear, adidas’s SS18 adicolor collection features a quartet of primary colors (Bluebird, Fairway Green, Scarlett Red and Sun Yellow) in classic Adidas styles in updated fabrications and logos with a play on placement and proportion.
Adidas SA, in the vein of its global counterparts, partnered with key influencers in the region, actress and influencer, Amanda du-Pont lensed by photographer and creative director, Trevor Stuurman. The campaign featured fashion designer Rich Mnisi as co-creative director, make up by Princess Ndlovu and intricated, braided hair art created by Benazir Akbar.
The campaign imagery depicts Amanda and Trevor in pieces from the sportswear collection, with an afro-futurist vibe, incorporating even more bursts of colour with ankara print backdrops and edgy props.