South African creatives who have played integral roles at the forefront of culture are the the faces lit up by adidas’ new Originals campaign. This comes following the successful global launch of “We Gave the World an Original. You Gave Us a Thousand Back,” which celebrates three adidas original silhouettes.
To highlight the three original silhouettes – the Superstar, the Gazelle, and the Samba – three faces stand at the forefront of the campaign; Ama Qamata, Pamela Mtanga, and Que DJ. In addition, the campaign features local South African partners, talent, collaborators, and friends of the brand that have helped to tell the story of the Trefoil. These include Liam Swartz, Nabilah Kariem, Dee Koala, Andile Dlamini, Falko, Suleiman Hartzenberg, Russell Abrahams, Tanya Slater, Lenzo Mangonyane, Tinuke Eboka, Nkuley Masemola, Fransesco Mbele, Yoza Mnyanda – Siboto, Katt Daddy Siboto, Bee Diamondhead, Kabelo Kungwane, Langa Mavuso, Okay Wasabi, and Focalistic.
Headlined by three films, and a selection of stills arranged in triptychs, each focusing on three timeless silhouettes from the storied Three Stripes archive. The narratives of the Trefoil’s history are interwoven with the ways in which these iconic styles, born in sport, have been embraced, reinterpreted, and absorbed into culture – time and time again.
“To me Original means bold, forward, stylish and iGhost (the best). What makes me Original is my unique artistic approach and creative way of making music, nostalgia plays a huge part in the music that I play. Growing up in KwaMashu, from end-of-school term parties to having cyphers. I dive into a lot of my experiences, emotions. I get to get on those stages and tell my story and form that is a complete sense of freedom, freedom of chance, freedom of movements, freedom of body and soul makes everything worthwhile and the art alive.” Said Que DJ
Shop the adidas Originals collection online and in stores.