In a world dominated by emulation and metrics dictated by herd culture, Saucony Originals is bucking the trend by celebrating individual creativity and the disruptive power of free self-expression with its new Fall/Winter 2021 campaign.
A strong and clear invitation, that of the American brand, to get rid of any kind of fear or awe and give vent to their creativity by releasing it in all its limitlessness expressing themselves without fear.
To give greater strength to the message, Saucony has brought together four influential voices who, in their everyday lives and in the work they do, share the ideals of creative self-expression, individuality, inclusion, and equality through an absolutely original and unrepeatable style.
The personal stories of four artists from around the world who reflect the true spirit of Saucony are told by the brand to celebrate the unrepeatability that is inherent in each of us, to encourage creativity and inspire the community to put aside self-doubt and unleash their uniqueness.
The Italian rapper Ernia, the Chinese influencer and model LinLin,the English DJ Jordan Vickors and the French-Caribbean singer, bassist and producer Adeline, are the protagonists of the FW21 campaign of Saucony Originals directed by the creative agency Circular and shot by the photographer Alessandro Treves.
All four talents, so different from each other in appearance, share the ability to express themselves in such a true and real way that Saucony decided to bring them together because their personal and work experiences fully express the power of creativity that can radically renew anyone’s life.
A perfect synthesis of what Saucony Originals represents: “Athletes or not, we all run; we live every day running towards the future, and step by step we get closer to what we want to express about ourselves”.
There are two iconic models featured in this FW21 campaign by Saucony Originals: the Shadow Originals and the Shadow 6000.
Launched for the first time in 1991, the Shadow 6000 embodies the authentic style of the American brand and, on the occasion of its 30th anniversary, Saucony unveils, with this campaign, three new special limited edition versions: the Shadow 6000 OG, the Shadow 6000 Pearl and the Shadow 6000 Destination Unknown.
The campaign also shows us a fourth update, the one related to the Shadow Originals Shiny – to be released on October 18 – that, with its chunky aesthetic, represents a landmark of sneaker culture.