Adidas has just commissioned a short film for their 2018 campaign by the French director Manu Cossu, the film features 10 new personalities and Dua Lipa is the lead, other personalities starred include Playboi Carti, Adrianne Ho, A$AP Ferg, Kaytranada, Nick Young, Miles Silvas, Lu Han, Marcelo Vieira and Florencia Galarza.
The English singer, songwriter, and model has featured in the ‘Original Is Never Finished’ Film just a few weeks after she scooped multiple nominations in the BRIT awards. The film which was introduced in 2017, highlights what the Adidas defines as originality and it offers an overview of the entire season of Adidas Originals products such as the Action Sports skateboarding City Cup sneaker, the Crazy sneaker, and the NMD sneaker.
From the campaign film, it is quite clear that Adidas has its target audience focused on the millennials which according to Adidas spokesperson is the new generation of Adidas consumers.
The New Rules hit-maker recently landed her first Billboard Hot 100 top 10 hit and has just revealed to be the musical guest appearing for the first time ever on the February 3rd episode of Saturday Night Live with Natalie Portman’s reappearance as the host.