I have been seeing this ad from Adidas Originals around the
way and am falling in love with it more and more.
Showcasing the sports brand’s new trainers ‘supercourts’,
this ad breaks from tradition by heroing used trainers as opposed to boxfresh
versions of these newbies.
Clearly leaning into how people use these types of trainers
in real life, adidas have accepted that clean doesn’t always mean cool for
every young person. Using the line ‘Made with care. Worn without’ the ad
explores the different ways people end up wearing out their trainers.
The creative demonstrates how scrapes, scuffs, and creases
on trainers are welcome for those individuals who see the ‘worn’ look as
appealing and will actively seek to “ruin” their new trainers.
It’s similar to our current obsession with jeans with rips
and holes, imperfection is perfection.
They are playing with this ad on the gram with story polls
asking if you are boxfresh or a ‘worn out’ person which is a nice way to engage
the other half of consumers who are all about “fresh crepes” (fresh trainers).
In short, brilliant insight with such broad appeal!
