February saw heritage brand Adidas Spezial rolled out a meditative, four-minute film fronted by British actor Stephen Graham, featuring seven new footwear styles and shot in the stunning Icelandic Fjords.
The apparel ad campaign sees Graham meander through Iceland’s stunning landscapes as the ethereal scenery sets up conversations between the actor and Director Friðrik Þór Friðriksson and Composer Hilmar Örn Hilmarsson.
Promoting the brand’s Pre-Spring 2023 Collection, the ‘Adidas SPEZIAL’ film rolled out across the Originals’ digital and social platforms from 10 February.
“All our mythology and our tales come from our surroundings,” states Hilmarsson in a short film of vast, peaceful scenic splendour and wild, unexpected journeys.
Comment
This feels as much like a meditative documentary searching for fairies, mythic rocks and mystical moss as it does for sneakers and sportswear.
Indeed, there is a danger here that Iceland rather than Adidas apparel is the true star of the show. Nevertheless, this kind of stunning, meditative exploration offers a chilled out and welcome break to the dominant current Adidas narratives surrounding Lionel Messi and Kanye West.
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