It’s Jenner’s first major endorsement since her infamous Pepsi commercial was pulled in April, but there’s nothing particularly new―or original―about casting an Insta-famous supermodel in athletic ads. It’s a tried-and-true formula that’s already been well exploited by other big brands. In 2017 alone we’ve witnessed: Gigi Hadid for Reebok, Bella Hadid for Nike, and Kylie Jenner (HBD!) for Puma. But at least with Kendall and Adidas, there’s already a family connection with Kanye West’s Yeezy collection for Adidas.
Remixed to a cover of Frank Sinatra’s “My Way,” the new Adidas Original video features Jenner incubating in what appears to be a glass pod, dressed in a crop top, underwear, and classic Adidas Superstars. That image flickers and cuts to Botticelli’s iconic Birth of Venus, one of several classical art references tying into the film’s theme, “An original is never finished.” In another look, Jenner wears an Adidas triple-stripe tracksuit while surrounded by pitchforks that evoke Da Vinci’s Vitruvian Man drawings.
Jenner isn’t the only face of Adidas Originals. She stars in the ads alongside bearded NBA player James Harden; plus a stylish mix of emerging hip hop artists including 21 Savage, Young Thug, and newly-inducted A$AP Mob member, Playboi Carti, who bring a needed freshness to the well-executed, conceptual campaign.