THEMES CAMPAIGN: FEEL

‘Feel’ concentrated on athletes’ emotions when they are involved in intense competition and how Adidas products inspire a sense of confidence.

THEMES CAMPAIGN: COOL

The ‘Cool’ theme played on popular notions of ‘cool’ in terms of attitude, while emphasizing how essential temperature is during competition, and demonstrating how Adidas products help maintain optimum body temperature.

THEMES CAMPAIGN: CONFIDENCE

‘Confidence’ built on the notion that a positive attitude and self-belief are essential to winning. This campaign focused on how having confidence in every piece of equipment gives players that extra edge.

ADIDAS RETAIL

180 Amsterdam created a global uniform and retail campaign for Adidas stores. The campaign embraced the concept of total transformation by manifesting a completely new look and feel every 3 months. The campaign was called ‘Themes’ and it ran for an entire year. For every 3-month evolution an entirely new uniform and visual language had to be created and applied to every one of the many different sport disciplines.

I was part of the design team & responsible for all DTP work, including creating style guides and overseeing the mechanical approval process. Over the course of a year I was involved in 3 of the 4 themes. They were: Feel, Cool, and Confidence.