Adidas Statement Collection

Visual direction for the global 360 Adidas women capsule range designed by Stella McCartney. Focusing on product and talent, the campaign showcases the diversity of what it means to be a female athlete.

Role
Concept design
Design direction
Digital
Organic social
Storyboarding
Project management

Developing a design tone of voice that encompasses female athletes who take a versatile approach to training. Creating a visual narrative, focusing on movement, energy, and versatility. Creating a strong identity across all touch-points from advertising and retail to film, social and online.

Designing a language to show dynamism and form across the talent’s versatility. Using stand-out prints alongside muted colours and simple typography for elegance and elevation. Creating shapes to encapsulate movement and energy with additional side imagery to focus on storytelling and product.