Adidas
adidas Originals celebrate Original Spirit in Hong Kong
DDB Hong Kong | Adidas Originals – Original Spirit
The localisation of a global campaign to subculture communities across Hong Kong, celebrating the iconic brand’s evolution from local perspectives.
In Hong Kong, each of the Originals shoe range is strongly associated with a different subculture. In order to localise the global campaign, “We gave the world an original, you gave us 1,000 back”, a local articulation of the idea, “Original Spirit”, (原創魂) in Chinese, illustrated how such legacy can be passed on to local individuals and communities.
Connections were made within the hip-hop, breakdancing and skateboarding communities and neighbourhoods in Hong Kong. Relevant promotions for each group were highly collaborative via partnerships with subculture specialist stores and local icons for each adidas Originals shoe.