In 2023, adidas Originals was beginning to build momentum; but with the 75th anniversary of hip-hop and many more culturally significant events in play, it was time for the brand to reset in a big way.

So we set out to ignite the Trefoil in culture not with a new product, but one of its most classic—the Superstar—to present the story of how adidas Originals was taken up by the worlds of sport, and taken further by culture.

As younger consumers were beginning to look to brands with substance over commercial hype, adidas Originals was uniquely poised to reintroduce itself to this new consumer—tracing the brand’s influence and adoption throughout eras, countries, cultures, and subcultures.

With a mission to engage this consumer, to build even more heat into the brand, and turn eyes to our most iconic products, we set out to show the world what makes adidas Originals, original.

The editor was able to incorporate a massive amount of mixed media with era-specific footage shot by the director into a thoughtfully crafted and cohesive edit while simultaneously conveying the kinetic nature of the story. Authenticity was crucial for the success of this film, with every scene staying as true to the era as possible. Cameras from Bolex to Super 8 to Alexa captured the different moments, while film-out and tape-out techniques helped set the genuine look and feel for each time period. In addition to the significant amount of shot footage, the editor did an exhaustive stock footage search to elevate the edit with historical context. The film's soundtrack, from "Run Lola Run," further reinforces the Gazelle motif. Every element, meticulously chosen in the edit, contributes to the overarching theme of the Gazelle's legacy.