adidas: Your Future is Not Mine

adidas is promoting the Spring/Summer 2016 range with “Your Future Is Not Mine”, an integrated advertising campaign exploring alternate approaches to the future. Models, fashion designers and bloggers Aleali May, Luka Sabbat, Iman Shumpert, Kyu Steed, Reese Cooper, Ikwa, and Design Butler, all defiantly walk forward towards the unknown. The message each one of them communicates is clear: your future is yours to create. Watch them confidently stride together towards an optimistic tomorrow, dismissing the hurdles of the negative future they seem to have inevitably inherited. The three dashes through the adidas logo become a way of challenging selfish and destructive systems and behaviour sets. Each member of the cast challenges the idea of the future through their craft and creativity. The associated hashtag: #myfutureis