Always Original — Sina Port

Always Been
Always Original

The Collective

adidas Originals launches “Always Original” – an ongoing celebration of the ever-unfolding, omnipresent, and unique expressions of originality as told by marginalized voices.

It's important for those who get through the door to hold it open. Because the people that walk through after me will make changes that I could have never dreamed of. Nothing is impossible.

— Lena Waithe - Writer, Producer, Actor

Multifaceted

An inclusive culture campaigns doesn’t have boundaries.

If you want to reach a community, respect and amplify the multifaceted identities it is made of.

A true celebration of womanhood, the introduction of the “Always Original” initiative is accompanied by a campaign film and photography stills, created in collaboration with the collective.

Womanhood

Womanhood is personal, individual and it varies across cultures. Multifaceted identities are the heart of inclusive culture campaigns.

Providing an environment where creative women can define for themselves how womanhood looks like and presents itself in their communities, is crucial.

The minute long film features each member of the collective in their homes and demonstrates that their version of “Originality” is not new: it’s who they’ve always been.

Safe Spaces

From product to story, when developing campaigns or narratives together with diverse talent, make sure that your team reflects the diversity you want to amplify.

This way you don't only provide a platform that highlights their voices. But you also provide them with a safe space to express concerns, or personal preferences that people outside of their communities might not be able to understand.

Designed in collaboration with Naomi Otsu, individual stories are brought to life through signature, personalised, graphic logos – demonstrating that there’s only ever “one of me”.

Community Leaders

Often the biggest trailblazers remain unrecognized.

Offer a platform for those who have paved the way for a new wave of community leaders. Those seeking not only to uplift themselves but their entire generation.