![04_adidas_powerlift_Fluoro.jpg](https://fluoro-bckt.s3.eu-west-2.amazonaws.com/projects/adidas/images/04_adidas_powerlift_Fluoro-mob.jpg)
![05_adidas_powerlift_Fluoro.jpg](https://fluoro-bckt.s3.eu-west-2.amazonaws.com/projects/adidas/images/05_adidas_powerlift_Fluoro-mob.jpg)
![06_adidas_powerlift_Fluoro.jpg](https://fluoro-bckt.s3.eu-west-2.amazonaws.com/projects/adidas/images/06_adidas_powerlift_Fluoro-mob.jpg)
![08_adidas_powerlift_Fluoro.jpg](https://fluoro-bckt.s3.eu-west-2.amazonaws.com/projects/adidas/images/08_adidas_powerlift_Fluoro-mob.jpg)
![10_adidas_powerlift_Fluoro.jpg](https://fluoro-bckt.s3.eu-west-2.amazonaws.com/projects/adidas/images/10_adidas_powerlift_Fluoro-mob.jpg)
![11_adidas_powerlift_Fluoro.jpg](https://fluoro-bckt.s3.eu-west-2.amazonaws.com/projects/adidas/images/11_adidas_powerlift_Fluoro-mob.jpg)
![12_adidas_powerlift_Fluoro.jpg](https://fluoro-bckt.s3.eu-west-2.amazonaws.com/projects/adidas/images/12_adidas_powerlift_Fluoro-mob.jpg)
![14_adidas_powerlift_Fluoro.jpg](https://fluoro-bckt.s3.eu-west-2.amazonaws.com/projects/adidas/images/14_adidas_powerlift_Fluoro-mob.jpg)
![16_adidas_powerlift_Fluoro.jpg](https://fluoro-bckt.s3.eu-west-2.amazonaws.com/projects/adidas/images/16_adidas_powerlift_Fluoro-mob.jpg)
![17_adidas_powerlift_Fluoro.jpg](https://fluoro-bckt.s3.eu-west-2.amazonaws.com/projects/adidas/images/17_adidas_powerlift_Fluoro-mob.jpg)
![18_adidas_powerlift_Fluoro.jpg](https://fluoro-bckt.s3.eu-west-2.amazonaws.com/projects/adidas/images/18_adidas_powerlift_Fluoro-mob.jpg)
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