Adidas's New Ads Don't Rely On Celebrities To Brush Their Faces.

What will the future be like? Adidas You can probably see the tip of the iceberg in the new Original Future advertisement.

The publicity film called "Your future is not mine" was created by Johannes Leonardo, New York's creative agency, to promote the 2016 spring and summer series of Adidas Original. The newly released short film is mainly Original spokesperson rap singer Pharrel Williams (another spokesperson is Kanye West). This one minute video is mainly composed of a group of people walking behind the scenes, wearing Adidas stars, NBA players and models. They are not going back to the old world. They want to encourage people to create their own future by themselves.

What is more interesting is that the world that people are walking through in the future in the short film seems to be the future, but some of them are even happening. They pass through the world that can only survive with a gas mask, passing through the forest that has been gradually wasted because of excessive logging, passing by lovers who have sex with VR glasses, passing through all the passengers in the mobile phone compartment, and passing through the girls who take pictures of Pose with no self timer and finally come to the bright and bright future.

Adidas's performance in last year's sales is pretty good. According to the third quarter earnings report released in November last year, group profit increased 10%, net profit reached 3.4 billion billion, and gross profit of the group rose 0.1 percentage points. According to Ou Rui consulting, Adidas market share From 8.5% to 13.8%, and Nike's data In the first 9 months of 2015 fiscal year, the sales revenue of Adidas in Greater China increased by 18.4% compared to that in 2014, from 11.2% to 14.3%.

Much of this is done by Adidas Original. Last year, several classic Superstar, Stan Smith, ZX-Flux and Tubular of Adidas Original were made into explosive funds.

At the same time, an interesting phenomenon is that on any social platform, the number of fans of Adidas Originals is better than that of Adidas's main card, for example, Instagram fans of Adidas Original are 26% higher than that of Adidas, which is probably related to the creative advertising films launched by Original from time to time.