Travelling to the Past to Discover the Future of Style sabukaru.online for adidas China
adidas, a global titan in sportswear, has long been synonymous with innovation. Every stride they take is not just a step forward—it’s a leap into the future, seamlessly blending heritage with progress. With their Asia exclusive collection, titled ‘FUTURE OF STYLE’, this ethos is once again brought to life, marking another pioneering moment in contemporary sportswear. We are proud to help shape this vision in our latest sabukaru editorial.
adidas Sportswear’s FUTURE OF STYLE, currently available only in Greater China and Korea, is a bold exploration of modernity and avant-garde aesthetics in sportswear, viewed through the revered lens of outlandish and embellished styling championed by the youth of Asia. Known for their fearless, cutting-edge, yet always tasteful approach to fashion, this movement of self-expression and empowerment becomes the central theme of the Future of Style campaign.
More than just a product launch, this campaign delves into the youth-led style revolution shaping contemporary fashion. Across Asia, a striking duality exists—an omnipresent embrace of futurism alongside a deep respect for heritage. This ethos is reflected in every facet of the industry, from designers and stylists to the everyday fashion-forward individual. Rooted in cultural connection, they draw from the past while constantly innovating, refining, and redefining tradition to push boundaries and challenge conventions.
To capture this essence, the sabukaru team envisioned and executed a campaign set in the heart of Tokyo, drawing inspiration from the legendary Japanese filmmakers. This creative direction pays homage to the past while shaping the future of style, seamlessly complementing the contemporary vision behind the latest adidas series. The garments are adorned with cultural symbols that resonate with today’s youth, while their design reflects the cyclical nature of Gen Z’s lifestyle—where everything is interconnected.
Talking to the director of the project, the creative mentions:
“At the heart of this concept is the idea of time travel—both literal and metaphorical. The models, embodying the cutting-edge style of the modern generation, journey from the future into a past shaped by nostalgia and tradition. Their sleek, avant-garde adidas garments serve as artifacts of the future, standing in striking contrast against the historical visual language vintage Japanese films. The stark lighting, symbolic props, and layered narrative structure create a visual dialogue between innovation and heritage, between the echoes of time and the momentum of progress.
Each chapter of this story unfolds with deliberate symbolism. The black birds—often present in classic cinema—represent memory, transition, and the lingering presence of the past. The act of breaking a clock challenges the notion of time itself, much like Adidas redefines the boundaries of style. Rain, an iconic motif, washes over the models, embodying both nostalgia and renewal. And in the final sequence, three distinct beams of light form Adidas’ signature stripes, illuminating the models as they stand at the intersection of past, present, and future.”
The adidas Sportswear ‘FUTURE OF STYLE’ collection merges performance with modern fashion, focusing on versatility and functionality. This innovative line is designed for today's athletes who value both style and functionality. Each piece in the collection is a testament to progression—starting with a jacket inspired by the archival Predator 2.0 series to a skirt crafted with ultra-thin, water-repellent fabric.
The footwear, featuring the XLG METAWAVE that embodies a bold Y3K aesthetic, offers a reshaped structure and streamlined design. Its lightweight feel is contrasted with its dislocated design, evoking a sense of futuristic, ever-changing space-time. The WONDER RUNNER TURBO on the other hand, designed with industrial aesthetics as its foundation, lends itself towards a more mechanical feel with its aerodynamic lines and hollowed-out heel.
By channelling the cinematic grandeur of classic film, the campaign bridges adidas’ deep-rooted legacy with a strikingly modern aesthetic. Shot in black and white to evoke the timelessness of the past, yet contrasted with the cutting-edge silhouettes of tomorrow, the collection stands at the crossroads of archive and innovation. Versatility and functionality shine in stark, streaking sunlight; materials defy the elements with effortless resilience.
With a growing popularity in sportswear among the Gen z cool kids of Asia, not only is there a desire for functionality and style, but a growing community around health and wellbeing. People are pursuing a uniform that transcends just fashion, and now look for garments and footwear that bridge the gap between performance and aesthetic. With people’s busy lifestyles, they require a one-size-fits all approach to their wardrobe and this means something that is not only going to look good, but perform well too. With adidas Sportwear’s ‘FUTURE OF STYLE’, adidas doesn’t just continue this genre’s forward momentum—it accelerates it.
