The campaign spotlights creators from across Europe, whose styles and perspectives are helping shape today’s youth culture, through a diverse selection of unisex looks. Photographed by Petra Collins, the collection includes a range of iconic apparel pieces, including the legendary Firebird model.

Herzogenaurach, September 1, 2026 adidas Originals today unveils its new apparel collection, a celebration of originality, self-expression and the creative energy shaping contemporary culture across Europe.

Bringing together signature pieces from the Denim, Knit and Icons categories including the iconic Firebird the collection highlights the versatility and timeless appeal of adidas Originals apparel, reinterpreted through a contemporary European lens.

Built around the principle of inclusivity, the collection features unisex silhouettes and encourages those who wear it to express their individuality in their own style. Inspired by adidas Originals’ belief that originality belongs to everyone, the collection champions versatility, confidence and personal style, without limits.

Creators at the heart of the campaign

To bring the collection to life, adidas Originals partnered with a group of creators from across Europe, whose individual perspectives reflect the communities, cultures and creative scenes shaping today’s youth culture.

Coming from diverse cities, backgrounds and creative fields, they illustrate the many ways Originals Apparel pieces can be worn and reinterpreted, according to the style and culture of each community.

Together, the creators contribute to a story about originality that feels both contemporary and diverse. The list of creators includes: Luca Franchetti López, mayashabann, Philipp, Linda Schulz, Jeru, Riadh, Samia Kanaan Paris Artiste, Francesca Perks, Reuben Hahn and Siham.

Inspired by the idea of staying true to one’s own identity, the collection brings together a multitude of stories, styles and perspectives into a coherent creative universe. The result is a campaign that resonates with local audiences while preserving adidas Originals’ unmistakable identity.

Captured by Petra Collins

The campaign was created by acclaimed artist, director and photographer Petra Collins.

Through unisex styling and a cast that reflects the diversity of contemporary Europe, the new collection celebrates the many ways originality can be expressed through personal style.

The adidas Originals Europe Apparel collection is available in Europe starting today at https://www.adidas.ro/ and through select retail partners.

Notes to editors

• adidas Originals launches its new apparel collection.
• The collection focuses on key categories such as Denim, Knit and Icons, including the iconic Firebird.
• The campaign spotlights creators from across Europe, whose authentic styles and cultural perspectives bring relevance to the collection.
• The campaign is photographed by Petra Collins.
• The collection is available in Europe starting September 1st.