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Adidas

Weightlifting functionality meets futurecraft design. The Adidas Powerlift 4 is the most popular hybrid between a fitness and weightlifting shoe since its birth in 2009. The SS19 shoe is inspired by the utilitarian nature of functional military equipment.

We created a vision that was industrial with a pop of contemporary colour. The concept pulled together functional equipment including military hardware, neon tubing, chalk dust, climbing buckles, parachute fabric, camo netting and strapping.

We also developed a typographic system and abstract night vision aesthetic to create a graphic treatment that delved deeper into the conceptual notion of the shoe design.

  • Campaign concept
  • Art direction
  • Creative direction
  • Production
  • Typographic system
  • Graphic language
  • Video & Animation

OTHER PROJECTS