Adidas Originals

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Adidas Originals is a line of casual sports apparel, and is the heritage line of Adidas^[1] The brand uses the famous Trefoil logo, which was originally used on all adidas products until the company decided in 1997^[2] that the trefoil logo would thereafter only be used on heritage products, and was replaced on other products by the Performance logo, which has previously been used on the "Equipment" range of products since 1991.^[3] adidas Originals covers sports fashion styles with strong references to the decades between the 1940s to 1980s. The brand has a distinctively retro old school feel.

An extensive campaign was launched in 2008 to promote the label. "adidas Originals invites today’s lifestyle consumers to Celebrate Originality through an exceptional brand campaign and a variety of product themes inspired by the rich sporting heritage of adidas and the global reach of the Trefoil."^[4]

Products

Well known adidas Originals products include:

• Superstar Shoes
• Adicolor Trainers
• Originals Denim by Diesel, a concept being trialled in New York and Berlin^[4][5]

Stores

There are many adidas Originals Concept Stores around the world. adidas has plans to roll out more stores in 2008. In the United Kingdom, some JD Sports stores have an adidas Originals ministore inside.^[6]

In Ireland, Champion Sports, has a number of adidas Originals shop in shops.^[7]

In Wellington, New Zealand there is an adidas Originals store on Willis Street.

In Washington, D.C there is a store in Georgetown in the intersection of M st. and Wisconsin Ave.

In Cairo, Egypt, adidas opened its first store dedicated to adidas Originals products only in Citystars Mall, adidas has already one more store in the same mall, selling all kinds of adidas products.

In Caracas, Venezuela there are 2 Adidas Originals Stores and one Mini-Store.

In Bogotá, Colombia there is a Adidas Original Store at commercial T Zone.

In Brazil, adidas opened its first adidas Originals concept store at the Morumbi Shopping in Sao Paulo, followed by its Ipanema location in Rio de Janeiro. Later it has added two more locations in the country, one in Belo Horizonte, located at the Diamond Mall, and the fourth in Curitiba at the Shopping Barigui.

In Japan; the adidas Originals stores are located in Tokyo, Osaka, Yokohama, Nagoya.

In Sweden, the adidas Originals store is located in Stockholm.

In England, there are adidas Originals standalone stores in: The Manchester Arndale & The Trafford Centre Manchester; Liverpool One, Liverpool; and Covent Garden London.

In England there are also concession style stores within other stores, located in: The basement of Size? Leeds; the basement of Size? in Liverpool; the basement of Scott's, Newcastle-Upon-Tyne and in the basement of Scott's in Chester.

In Dubai, there is one adidas Originals store.

In Vancouver, Canada there is an adidas Originals store on Granville street.

In Montreal, Canada. there is an adidas Originals store on Sainte-Catherine street.

In Tallinn, Estonia in the Rotermann Center

In Łódź, Poland in Manufaktura Centre

In Poznań, Poland in the Stary Browar Center

In Melbourne, Australia, in the Chadstone Shopping Centre

In Sydney, Australia in the Queen Victoria Building.

In Istanbul, Turkey in the Kanyon Shopping Mall, Istanbul

In Cairo, Egypt in the Stars Centre mall.

In Santiago, Chile there are 3 Adidas Originals Stores

In Alexandria, Egypt in the San Stefano Grand Plaza.

In Cape Town, South Africa in the V&A Waterfront Shopping Center.

In Amman, Jordan. there is an adidas Originals store on Al-Wakalat Street.

In Prizren, Serbia there is an Adidas Store on Shadervan Square.

In Tel-Aviv and Jerusalem, Israel there is an adidas originals store's.

In Costa Rica there is a Adidas store and a Adidas Originals store in Multiplaza, Escazu.

In the Netherlands there are stores at Amsterdam, Rotterdam, The Hague, Utrecht and Groningen.

Advertising campaign

During the campaign Adidas released an advert of a house party with people and celebrities.^[8]

Some of the celebrities featured in this advert are:

• N-Dubz
• Mr. Hudson
• Young Jeezy
• David Beckham
• Kevin Garnett
• Ai Otsuka
• Missy Elliott
• Mark Gonzales
• Method Man
• Redman
• Ilie Năstase
• Katy Perry
• Emmanuel Frimpong
• Daft Punk
• Estelle
• DMC
• The Ting Tings
• Jeremy Scott
• Noel Gallagher
• Ian Brown

The background music is Beggin', a re-edit by Pilooski of the Frankie Valli & The Four Seasons song.

In the same adidas campaign was a Poker game video, the song was believed to be another version of Beggin, however it was not and was in fact an original song made specifically for the video by Boogie Studio, located in Montreal. The song can be found on their blog.

Separate to the house party campaign, adidas also launched the All Day I Dream About Sneakers campaign in late 2008. The campaign was an adidas Originals art project that included the creation of nine unique sneaker sculptures and a fictional story of an avant-garde adidas designer.

In 2010, another adidas Originals commercial was made. The song was 'Why Can't There Be Love' by Dee Edwards remastered by Gilles Peterson

References