Because streetwear knows no boundaries.
The new campaign, created by AW LAB and adidas Originals, is based on the idea that the same pieces can be transformed into completely different stories depending on who wears them. At the same time, it celebrates the return of the icons of the three-stripe giant, whose approach celebrates the diversity of the European urban scene.
Each city functions as a blank canvas—with its own codes, energy, and language—on which the collections are reinterpreted in a unique way, reaffirming freedom of style as an identifying power. In this way, the brand consolidates its role as an emblem of effortless originality and redefines the terrain where street fashion meets contemporary culture.
2025 has been marked by the comeback of adidas‘s greatest symbols. At the centre of it all is the Superstar: the timeless icon that spans generations without losing its special charm. Alongside them, another historic classic takes centre stage: the Firebird, the tracksuit that was born in 1967 and is now making a strong comeback, ready to conquer our wardrobes. It comes in updated versions, in deeper tones, designed to be worn both on the street and in moments of maximum exposure.
The proposal also draws on the heritage of 1990s terrace style, reinterpreting it in a contemporary language, and pays homage to skateboarding and grunge from the end of the century and early 2000s. A nostalgic look at the subcultures that marked an era and are now returning with a completely renewed but equally attractive energy.
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