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Adidas invites sneaker fans to build their own futures by breaking away from a dystopian world in an edgy new campaign for Adidas Originals. The spot depicts four brand influencers—lifestyle blogger and model Aleali May, Cleveland Cavaliers' Iman Shumpert, singer and DJ Kyu Steed and artist Design Butler—trekking through gritty, dark, post-apocalyptic city streets complete with gangs and trash-can fires, and eventually through a prismatic tunnel into a brighter future.
Terence Neale filmed the campaign, by creative agency Johannes Leonardo, in various locations throughout Europe and Africa.
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