Reinventing the icon through art

Creativity doesn’t happen in isolation—it borrows, adapts, and evolves. The Gazelle, one of adidas Originals’ most iconic sneakers, has endured for decades by constantly being re-appropriated and redefined. To celebrate this spirit, we crafted a campaign that visually explored how style evolves across generations while staying relevant to the present.

Reinterpreting Eras Through Art

We captured the everyday aesthetic of past decades, from the 1960s to the 2000s, through a series of photographs styled to reflect each era. Collaborating with photographer Prerna Nainwal, we reimagined looks for Merrylin Boro, Arman Menzies, and Saba Azad, setting the stage for the next transformation.

Artists were then invited to cut, paste, sketch, doodle, and digitally manipulate these images, re-appropriating them into new, contemporary interpretations. This process—often mistaken for imitation—is actually a celebration of reinvention, taking something familiar and making it relevant for today.

With this campaign, Gazelle wasn’t just a sneaker—it became a canvas for self-expression, reinvention, and the timeless cycle of creativity.