Building on the successful relaunch of its iconic Stan Smiths, adidas decided to bring back its equally iconic Gazelle sneakers for a new generation. To give the sneakers an extra boost, the brand recruited its original poster girl Kate Moss to resume her role as the star of the campaign.
For the new Gazelle sneakers campaign, adidas teamed up with Moss and the Instagram-famous collage artist Doug Abraham -- also known as 'bessnyc4.' Abraham then went about splicing pieces from the original 1993 ads with newer images to put a contemporary spin on the vintage campaign. The result is a remixed ad that is both nostalgia-inducing and modern at the same time.
With 90s products remaining extremely popular among millennial consumers, the ad demonstrates how brands can use nostalgia to relaunch their once-iconic designs.
What's Driving This Trend
- Nostalgia Marketing
- Brands can capitalize on the popularity of 90s products by bringing back once-iconic designs and using nostalgia to appeal to millennial consumers.
- Collaborations with Influencers
- Partnering with celebrities and artists can add a modern twist to a vintage campaign and attract a younger audience who follows their favorite influencers.
- Remixing Classic Ads
- Digital artists can splice pieces from original vintage ads with newer images to create remixed ads that are both nostalgia-inducing and modern at the same time, appealing to multiple generations of consumers.
Who This Affects Most
- Fashion
- Fashion brands can relaunch iconic designs from the past by partnering with influencers and using nostalgia marketing to appeal to young consumers.
- Advertising
- Digital artists and marketers can collaborate to create remixed ads that blend vintage and modern elements, with the potential to appeal to multiple generations of consumers.
- Social Media
- Social media platforms can be harnessed to promote nostalgic products to younger consumers who are often active on sites like Instagram where such products are particularly trendy.
