adidas Originals pays homage to the early 2000s this season, turning Y2K nostalgia on its head for the next generation of creators, doers, and changemakers. Keeping away from rose-tinted, low-effort views on the youth culture of the past, the Three Stripes will utilize self-deprecating humor for a season-long campaign dubbed ‘Seriously Jokes’ in Spring/Summer 2022.
The ‘Seriously Jokes’ campaign, which draws on our collective recollection of one of recent history’s craziest periods, reinvents the world today through the prism of the past, fueling playful escapism with one purpose in mind: to encourage the next generation to create something Original.
The Seriously Jokes Studio, a multi-channel digital co-creation platform, is used to bring the seasonal campaign to life as a lighthearted inversion of common Y2K clichés. The Seriously Jokes Studio represents an invitation for everybody to explore, create, and recreate, with anything from Instagram stickers to AR lenses, animated backgrounds, and more.
The ‘Seriously Jokes’ campaign will launch alongside the release of two completely new silhouettes: the astir and the adi2000, in Spring/Summer 2022. Both sneakers are bold, loud, and definitely unorthodox, drawing inspiration from the past and remixing 2000s styles to create something altogether new. The astir and adi2000 sneakers, which draw inspiration from fashion and skate culture, respectively, show that it’s never been easier to take past trends and give them a fresh, customized touch.
The collection launched globally on February 1st and is priced at INR 2499 onwards and will be available online at adidas.co.in and at select adidas Originals stores.
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