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“We are all born Originals”, the new Saucony Originals campaign

5 years ago

What does it mean to be unique and original? Today we try in every way to differentiate ourselves from others and celebrate our personality, but it doesn’t always turn out to be an easy challenge. Saucony Originals comes to our help with its new campaign for SS21, a true work of colorful and lively art born from the perfect combination of photography, illustration and collage.
Accompanying this journey to discover the ability of each one of us to be unique and original could not but be an impactful and incisive claim such as “We are all born Originals”.

Three young talents, RED, chicco.jiang and Diletta Natoli have lent their faces, their spontaneity, their unique style and their different and original personalities to the internationally renowned photographer Matteo Balsamini – under the artistic direction of Twin Studio – who has managed to capture the different individualities of the protagonists, putting them perfectly in a fantastic world full of colors.

From the joint work of all the realities involved in the project comes the new campaign image for this SS21 sneaker collection of Saucony Originals, which has always embodied the ethos of the brand born in 1898 in Kutztown, Pennsylvania.

For Saucony, the collection born in 1998 represented a decisive turning point from a creativity and imagination point of view, immediately proving capable of bringing together the brand’s priceless century-old heritage with a unique and authentic design, and the new campaign perfectly reflects the spirit of the era.

The artistic direction of the campaign was handled by the production company and creative agency Twin Studio of Milan, which, for the second consecutive season, has held the reins of the project wisely mixing all the personalities involved, creating a perfectly balanced and harmonious mix between all the different souls that make up the new Saucony SS21 campaign.

In addition to the artistic shots of Matteo Balsamini, the videomaker Giovanni Barberis has realized some spots in which the peculiarities of the young talents protagonists of the campaign are told through their voices, their thoughts and their actions.

This, however, is only the beginning of the project “We are all born Originals”, the incipit of a story that will continue to be told on social networks through a series of interviews and stories involving other young emerging artists capable of interpreting their very personal idea of originality in any creative environment.

But the absolute star of this journey into expressiveness and creativity is the Jazz Court.
A model rescued from the brand’s archives that pays homage to a classic of sneaker culture of all time, the tennis shoe. This new interpretation of Saucony, characterized by a court sole and a Jazz upper, is declined in two versions: a classic leather and a new textile one.
Saucony chooses to introduce for the first time ever in the Originals SS21 collection this model that mixes casual style, coolness and elegance on the occasion of the 40th anniversary of the icon par excellence of the entire and long history of Saucony, the Jazz.