With the U.S. presidential elections just around the corner, the presidential debates have taken headlines. They can be described as finger pointing and mudslinging. However, one advertisement took center stage during the massive television event.
During the first debate between Hilary and Trump, you probably say a 60-second ad from Adidas new ‘Your Future Is Not Mine’ campaign. In the Terence Neale-directed spot, millennials walk side-by-side (in their fresh af gear) through visually gripping scenes while solemn piano keys give way to a rebellious call to action; “I’ll never go down your road, I’ll find my way … on my own,” the song repeats as the twenty-something’s blaze the trail for a new era.
If you didn’t carefully observe in the quick editing cuts, there was a scene where two of the dissidents walk through what appears to be massive marijuana grow site. The setting takes place inside a large commercial greenhouse, the pair walks past a grower in a gas mask and a hazmat suit spraying the marijuana plants with what seems to be an all natural formula.
For Adidas, this is not a first as they seem to embrace marijuana culture, as they’ve released cannabis-friendly products in the past on several occasions. An example they features a cool pair of hemp sneakers Adidas released in partnership with BAIT to celebrate 4/20 earlier this year.
The giant German sports apparel and footwear company has been sitting in the shadows of competitors Nike and is making attempts to be a leading force. Adidas is taking a risk by accepting and even promoting marijuana into mainstream culture. This is a great opportunity to stamp their foot in unchartered waters.
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