The 127th sneaker mask by Freehand Profit was created for adidas Originals as part of the #ORIGINALis campaign for SS2017. Check out the video by adidas and a excerpt from Freehand Profit's blog below!

Originality. Something that seems both lost and yet rediscovered in a world made up of 7 billion individuals. OG to originality, adidas Originals just launched it’s “ORIGINAL is never finished” campaign:

We feature visionaries from the worlds of music, art, skate, and sport. Reaffirming the notion original is never finished, the film features a remix of the iconic song, “My Way” by Frank Sinatra with a provocative approach to today’s streetwear culture. adidas Originals turns to the new generation of creators to inspire them to redefine their meaning of originality. ‘Original is Never Finished’ film explores this idea that driving culture forward can recreate the idea of what is truly original.

adidas Originals pays tribute to the masked vigilantes throughout history, by re-interpreting their iconic NMD sneakers into modern day tribal masks. We watch as a group of modern day urban nomads gyrate to the beat of Frank Sinatra’s ‘My Way’.

This project was something unlike ones I’ve worked on in the past, for one simple reason – it was my first time designing sneaker masks that someone else would construct. With the time constraints that usually accompany ad campaigns there was only enough time for me to craft one NMD mask myself. And in just 2 days instead of 8-10 weeks, which is normally how long a sneaker mask takes to create. So I was hired to create the “hero” mask and sketch designs for masks that were later made by a team of creatives in South Africa where the campaign was filmed. It was a wonderful experience and opportunity; I look forward to working with more creatives on collaborative levels in the future. Thanks to everyone who worked hard and lent their vision and time.

– Freehand Profit