Adidas.
WEIGHT UP.

WEIGHTLIFTING FUNCTIONALITY MEETS FUTURECRAFT DESIGN

Adidas commissioned us to create the campaign for the Powerlift 4 – the most popular hybrid between a fitness and weightlifting shoe since its birth in 2009. We leaned into the utilitarian nature of functional military equipment that inspired the SS2019 shoe, while bringing a contemporary edge and an elevated feel.

The vision is industrial with a pop of vibrant colour. The concept pulls together equipment from military hardware to neon tubing, chalk dust, climbing buckles, parachute fabric, camo netting and strapping.

Industry Performance sports footwear

Contemporary expression of functional design
Conceptual campaign and typographic system

We developed a typographic system and abstract night vision aesthetic to create a graphic treatment that delved deeper into the shoe design concept. The result is a premium look and feel that communicates serious function in contemporary style.

The vision is industrial with a pop of vibrant colour