adidas Originals views the future from a very optimistic lens. The apparent optimism clearly shown in its spring/summer 2016 campaign called “future”. Adidas Originals has embarked on a campaign that entreats a new generation not to follow, but to challenge the status quo of the future itself with a short film named “Your Future Is Not Mine”.
By not only looking towards the future, but looking forward to changing it, the three stripes has challenged its audience by presenting a grim vision of the future as informed by technology, vanity and pollution. Directed by Terence Neale, the film features influencer like Luka Sabbat roaming a dystopian hell-scape populated with fumigated green houses, and legions of mannequin-like models wielding selfie sticks. Along with the youthful elite keep their backs to the camera for the most part, marching toward a presumably better future. The film also features some of adidas’s upcoming apparel collections, as well as the newly-released NMD and Tubular Dorm models. The brand says the goal is to encourage people to “create their own future despite all the predictions society lays upon them.” Watch the short film below.
Image via Highsnobiety