adidas Originals and AW LAB present a new chapter following the FW25 Superstar campaign, strengthening an alliance that has made the street its natural stage. Launching on 9 October, it reinterprets the brand’s most recognisable symbols and places them in direct dialogue with contemporary urban culture. This is not just a collection, but a way of understanding how the classics can be reinvented without losing their essence.
At the heart of the proposal are two icons that speak for themselves. The Superstar, born in the 1970s and recognised worldwide as a timeless trainer. The Firebird, the tracksuit that debuted in 1967, returns with rich shades and unexpected combinations. Alongside them, the Terrace revives the aesthetic language of the 1990s, reformulated for a generation that demands authenticity. The collection also references late-90s and early-2000s skate and grunge culture—styles that shaped urban identity and that now reappear with renewed codes.
The campaign unfolds in Milan, Barcelona and Naples—three different cities that serve as complementary stages, each with its own character. In Milan, the fashion capital, the pieces are reinterpreted between sophistication and underground energy. In Barcelona, the heritage of skate and the Mediterranean dynamism offer fertile ground for experimentation. In Naples, the city’s vibrant authenticity transforms every garment into a statement of attitude. The message is clear: streetwear knows no borders and adapts to the languages of each context while staying true to itself.
Beyond the garments, what is reinforced here is a deeper idea: effortless originality as a hallmark of identity. adidas Originals does not simply look back or exploit nostalgia. Instead, it proposes an exercise in memory and projection, rescuing archive symbols to reintroduce them into the present and project them into the future. AW LAB acts as an amplifier of this vision, connecting the local dimension of the streets with a global stage where urban fashion continues to evolve.
The result is a collection that acts as a bridge between generations and styles. It reinforces the idea that streetwear is more than a trend: it is a form of expression that constantly reinvents itself, converses with history, and at the same time opens pathways to what lies ahead. In 2025, adidas Originals and AW LAB remind us that the streets still set the pace—and that icons, when authentic, never stop transforming.
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