Adidas released a new video for its Adidas Originals brand.  The video called, Original Is Never Finished 2018, and features a star-studded cast from the worlds of music, style and sports including  A$SP Ferg, Playboi Carti, Nick Young, Kaytranada, Adrianne Ho, Dua Lipa, Lu Han, Miles Silvas, Florencia Galarza and Marcelo Vieira.  The concept behind the video is to demonstrate how creativity is in a constant state of evolution, meaning that with each new iteration comes creations of something familiar but also new and different.

In a metaphoric loop, in which the first scene of the film mirrors that of the last, each individual picks up from where the last left off, building upon the past to create a revolution through evolution. The viewer is taken on a visual journey and Never Finished explores the idea of repetition as an expression of creativity, reaffirming that every moment in culture is in a constant state of beta.
“With the 2018 chapter of Original Is Never Finished, we were inspired first and foremost by the theme of complacency, which is by far the very thing that blocks creativity,” says Alegra O’Hare, VP of Global Communication, adidas Originals. “We wanted to give a whole new meaning to the idea of being never finished. We were fascinated by our own repeated behaviors, and once we disrupted the routine it gave us the freedom to explore the unexpected. The idea of doing things over and over again, is reflected in the repition of images throughout the film and this adidas Originals “wheel of life” releases the creativity and energy of a new generation of creators including Florencia Galarza, Adrianne Ho, and A$AP Ferg, who embody the lyrics of the 90’s billboard hit Keep Pushin, a chant to inspire all creators to do the same.”