JD Sports x Adidas Originals Campaign

Adidas and JD Sports took the global “Originals” campaign into the streets of Europe. The aim was simple: give the brand a presence that matched its reputation and turn entire cities into platforms for the message.

Formats Used
Large-format OOH, Environment takeovers, International

Challenge
Originals is more than a product line. It represents Adidas’ heritage and influence in streetwear. The campaign needed to make that influence visible in some of the most important cultural hubs in Europe, not through scattered placements but by creating dominance in places that matter.

Approach
Seven cities were selected for their cultural pull and their importance within trainer communities: London, Manchester, Naples, Barcelona, Paris and Marseille. In each location, we focused on scale rather than coverage. Large-format OOH sites in high-footfall areas gave the campaign the presence it needed, while full environment takeovers turned stations and squares into Originals spaces.

The decision to run everything at the same time created consistency across markets. Whether you were walking through central Paris or downtown Manchester, you were met with the same creative message at scale. That cohesion was key. It gave the campaign a sense of authority and made it feel like a truly global moment.

Results
The campaign reached over 100 million impressions, setting a new record for Edison Media. Originals stood out in every market, generating visibility and cultural weight that few campaigns achieve.

Impact
This was one of the largest OOH rollouts we have delivered. It showed that with the right mix of scale, consistency and smart site selection, a brand can create a global presence that still feels rooted in the streets of each city.