Adidas Originals

A Brand at a Crossroads

In early 2015, Adidas Originals was in a unique position. While the product side of the business was gaining momentum—thanks to high-profile collaborations with Pharrell and the impending launch of the Yeezy Boost 750—the brand itself was struggling to stay culturally relevant. Despite the success of Johannes Leonardo’s "I Am Not a Superstar" campaign, Adidas Originals lacked a cohesive brand strategy. The stores still carried a dated aesthetic, featuring chain-link fences and Run DMC posters, while the streetwear category was rapidly evolving. With new leadership stepping in, including Arthur Held as General Manager and Nick from Y-3 leading design, there was an opportunity to redefine the brand for the future.

ligning the Brand with Culture

Johannes Leonardo faced a crucial task: building upon the momentum of "I Am Not a Superstar" and determining the next strategic step for Adidas Originals.

The challenge was twofold:

Bold Conversations & Global Insights

Recognizing the absence of a brand strategy, I led the effort to reorient Adidas Originals around a rapidly shifting streetwear landscape. This began with initiating candid conversations with key stakeholders, including leadership at Adidas and the creative team at Johannes Leonardo, to align on the need for a strategic foundation.

To build this foundation, we launched a global research initiative in collaboration with WhyQ, conducting in-depth discussions with cultural influencers across major cities—New York, Los Angeles, São Paulo, Tokyo, and London. We engaged with streetwear fans, DJs, designers, and creatives to understand:

• Their perceptions of Adidas Originals

• The evolution of streetwear culture

• The brands they were gravitating towards

• Potential directions for Adidas Originals' future positioning

Crafting a Modern Brand Ethos

The insights gathered from this research led to the creation of the first-ever brand strategy for Adidas Originals. The new positioning aimed to modernize its heritage, celebrating its legacy while making it relevant to the next generation of creators and tastemakers.

This strategy served as the foundation for the next three years of campaigns, starting with the award-winning “Your Future is Not My Future”—a bold statement that positioned Adidas Originals as a champion of individuality and creative expression.

A Transformational Shift

• Cultural Relevance: Adidas Originals successfully repositioned itself within contemporary streetwear culture, regaining credibility and influence.

• Strategic Continuity: The brand strategy provided a clear framework that informed multiple campaigns, ensuring consistency and growth.

• Award-Winning Work: The campaigns that followed, grounded in this strategic evolution, won multiple industry accolades and solidified Adidas Originals as a forward-thinking brand.

The Power of Bold Conversations

This case is a testament to the impact of open, strategic dialogue between agencies and brand partners. By stepping back to define a clear brand ethos, Adidas Originals was able to bridge the gap between its heritage and the future—proving that when creativity is paired with strategy, great things happen.