Take an Unprecedented Journey into the World of Gen Z for adidas Originals

This is a story that C41 has created for Adidas Originals reflecting on the matter of present in all its facets. It is like a glance at the contemporary that suggests us to look for a slower lifestyle, where slowness stands for the research of a higher standard of living in nature doing sport between friends, in company. The film celebrates the launch of FORUM 84, a shoe that was born as a basketball shoe but was able to speak to past and present generations. C41 wants to talk to young people and in this case he has found the community of skaters who populate Milano Centrale and who, while whizzing on the wheels of their vehicle, wear FORUM 84. C41 asked these young people to slow down to meet a slower and more reflective periphery. 

Melat, the protagonist of the story, wants to become a singer for this reason C41 has created a soundtrack, in collaboration with the artist Ze in the Clouds, that the young girl sings within the film. A story of young people who rediscover the pleasure of calmness, of guys who live in the moment among friendly faces and poor connections and who finally manage to give a value to the open spaces and to the slowness of the passing time.  

In addition to the creation of a video, Hero C41 wanted to enrich the operation through social declinations and a seeding plan that featured some prominent figures of the current street scene. C41 through ad hoc packaging has introduced FORUM 84 to a generation that should slow down but that belongs to a fast and frenetic world.