Original is Never Finished

So many people believe that to create something “original,” it can’t have been done before. So for the brand that constantly reinvents its past to create its future, we took the most overdone track of all time, Frank Sinatra’s “My Way,” and did it again. The result is an original anthem that seeks to free creators from the conventional definition of “original" - a reminder that doing it “their way” makes it their own. The spot rocked music’s biggest night, the Grammy’s. And then, its philosophy was echoed by three more music videos, remixed by Snoop Dogg, MadeinTYO, and Desiigner.

As the brand that takes from its past to create the future of sports-inspired streetwear (and that has “Original” in its very name), we knew we had license to do what no other brand could: take from the past. Reinterpret it for the now. And in doing so, prove that “original” doesn’t come from a vacuum, but a microcosm of influences and inspirations. In essence, to prove that “original is never finished,” we would have to create a wholly original campaign - that didn’t try to be original.