Y-3 is the more creative, high-fashion adidas sub-brand and this ad for their Spring/Summer 2017 campaign brings the feeling of the brand to life in such an artful, thought-provoking way. This range is described by the brand as ‘contemporary sports fashion, inspired by dystopian fiction,’ which really comes to life when you watch this film.
What gets really interesting is contrasting the feeling of this sub-brand with the work we featured previously for adidas Originals, which can also call itself a sub-brand of adidas, but with an entirely different feeling, brand tone and target market. To have two pieces of global communication out there and available, while still representing the same parent brand is no easy feat!
Have a look at the work below!