For Spring/Summer 2025, adidas Originals shifts focus from celebrating its cultural legacy to inspiring future generations with “The Original”—a bold new campaign built on the powerful premise that revolutionary change begins with just one.
The global campaign extends to South Africa, where adidas Originals has partnered with groundbreaking artists who embody the spirit of originality. Among them is amapiano superstar Focalistic, alongside singer-songwriter Shekhinah and Gqom DJ & producer Que DJ. Shot by Cape Town-based photographer Sven Kristian, the local execution of the campaign showcases these cultural leaders as the “ones” who pave the way for the next generation.
Focalistic, one of South Africa’s most influential amapiano artists, represents the fearless originality that adidas Originals celebrates. Known for his electrifying performances and genre-defining hits, Focalistic stands as a true Original—a pioneer who has inspired countless others in the music scene.
In the campaign, he joins forces with other industry disruptors, including soul singer Bongeziwe Mabandla, djdoowap, and indie/rock band internetgirlmusic, to highlight the impact of staying true to one’s unique vision. Each artist is styled in adidas Originals’ iconic footwear, reinforcing the message that before there can be a thousand, there’s always The Original.
The campaign’s powerful tagline—“It just takes one. Before there can be a thousand. There’s always The Original.”—resonates deeply in a world where individuality drives culture forward. Whether in music, sports, or fashion, true change starts with a single innovator bold enough to lead the way.
With Focalistic and South Africa’s brightest stars at the forefront, “The Original” campaign is a testament to the power of standing out, breaking boundaries, and inspiring the next wave of creators.
