adidas Originals brings its latest apparel collection to lige through a campaign celebrating originality and individuality and the creative energy that shapes contemporary Europe. Launching across the continent from 1 September 2026, the collection unites three key areas of the Originals wardrobe: Denim, Knit and Icons, including the ever-present Firebird.
The collection focuses on versatility and personal expression. Its unisex silhouettes are designed to move between different communities and wardrobes, reflecting the way adidas Originals has long been adopted and reinterpreted by different generations and cultures.
A New Generation of Originals
The campaign brings together creators from across Europe, including Luca Franchetti López, mayashabann, Philipp, Linda Schulz, Jeru, Riadh, Samia Kanaan, Francesca Perks, Reuben Hahn and Siham. Coming from different cities and creative disciplines, the cast reflects the variety of scenes and communities that continue to shape European youth culture.
The Firebird sits naturally at the heart of the collection. Its familiar track jacket and trouser shapes provide a recognisable foundation, while the updated mayerials and stylinh allow the silhouette to move more into contemporary fashion.With decades of history across sports, music and streetwear, the silhouette has repeatedly been reinvented by different communities, making it a fitting symbol for a campaign built around individuality. Alongside it, Denim and Knit offer new textures and proportions.
Captured by Petra Collins
The campaign is photographed by acclaimed artist, filmmaker and photographer Petra Collins, whose distinctive visual approach helps connect the collection’s personalities into one cohesive world.
addias Originals uses the campaign to show how the same clothing can take on completely different identities depending on who wears it. It is a celebration of personal style, shaped by the people and creative communities making European culture what it is today.
The adidas Originals Europe Apparel Collection is available from 1 September 2026 via adidas UK, the adidas app and selected retail partners.
