adidas have, rightfully so, maintained the status as one of the most highly respected and worshipped authorities in the fashion world. Transcending the realms of just sportswear, the brand has constantly evolved, influencing the trajectory of fashion through a number of highly creative collaborations and campaigns (most notably, their series with Alexander Wang).
Their latest campaign however, has seen major public backlash.
Featuring the likes of Young Thug, James Harden, Playboi Carti, 21 Savage and last but not least, Kendall Jenner, the ad is based on the idea ‘Original is never finished’. Each figure imitates timeless, classic works of art, engrained within pop culture’s pysche like Botticelli’s Birth of Venus and DaVinci’s Vitruvian Man. With the people claiming they’re boycotting the brand, there seem to be a few interplaying issues here.
People seem to have a huge problem that Kendall isn’t an athlete – neither are Playboi, Thug or Savage. Objectifying her as a hot model commodity can come off as a cheap move from adidas.
Why doesn’t adidas use actual athletes fuck Kendall Jenner use Simone Biles or Venus and Serena Williams anyone whose an actual athlete
— Nas (@nazables01) August 11, 2017
Kendall Jenner???? Really?!??? There is NOTHING original about having this ridiculous image front your brand…come on adidas!! Do better!!
— ?CJ? (@ceeja68) August 13, 2017
When companies like Nike/Adidas use models (Kylie & Kendall Jenner) AS IF they are athletes ????? Like no. Cant roll my eyes hard enough
— robin musgrave (@RobinMusgravee) August 12, 2017
adidas have said “we recreate(d) our original film to prove that #ORIGINALis never finished. When something is pushed far enough, it becomes original again.” Is there much originality in associating your brand with a Jenner?
For as many detractors as this choice had, plenty of Kendall fans were ready to come to her defence – adidas have a clear understanding that her audience will whole-heartedly engage with any product she’s associated with, but, is this pandering at the cost of respect from their longtime worshippers? Even a brand as influential as adidas aren’t immune to wanting to appeal to the most fervent audience’s possible, no matter what level of clout they’ve attained.
THIS IS FIRE??? I’m so proud. I love youuuu
— Elise | 1DAY #EMBER (@hadidcollins) August 10, 2017
this first look? it’s so good I’m so proud of what you done for your adidas campaign as always ?
— BIRTHDAY GIRL (@lightninkendall) August 10, 2017
Omg this is amazing , I can’t wait to see more and I so proud of you❤️
— Andrea Cantó❤️ (@Andrea7058auryn) August 10, 2017
Associating a brand with Kendall Jenner is, depending on your personal aversions, a strong positive or negative. No one will ever forget the train-wreck that was her notoriously tone-deaf Pepsi ad. Will this render the same impact?
As for Playboi Carti and 21 Savage, this is certainly adidas jumping on internet culture. Both artists have their fair share of hype (and meme association) but definitely do not hold the same level of prestige as say, Kanye or Pharrell. Playboi and Savage’s audience may be different to Kendall’s but, they’re just as fervent and in tune – there’s no denying how ‘clever’ adidas are in these choices.
