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
- Typographic system
- Graphic language
- Video & Animation