Video: The Return of Stan Smith advertising campaign features several celebrities recounting their favourite memories of the brand.
The iconic shoe relaunches worldwide tomorrow (15 January), just two years after Adidas decided to stop making it. The sportswear maker has given the shoes a modern twist with new colours, while staying true to the look and shape of the original.
The trainer has cemented its place in popular culture since launching in the 70s with celebrities including Jay-Z and David Bowie endorsing the brand during this time. Adidas has turned to some of those stars to promote the range in an online series titled “The Return of Stan Smith”. Brand ambassadors Andy Murray and Derrik Rose are shown talking about their first pairs of Stan Smiths alongside celebrities Will Arnett and Sky Ferreira.
The main video opens on an interview with Smith giving his thoughts on the brand’s enduring appeal. He claims most modern consumers do not realise the shoes are named after him adding the shoes have “taken on a life of their own”.
Adidas is attempting to riff on the idea through its social media activity around the relaunch. It is offering fans who tweet an image of themselves using the #stansmith hashtag the chance to replace Smith’s trademark tongue graphic on a pair of personalised shoes.