Adidas Design & Branding Execution by Fitch

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market United Kingdom
Agency Fitch
Released March 2015


LIA (London International Awards), 2015
Design Art Direction Campaign Bronze Winner

Credits & Description

Corporate Name of Client: adidas
Head of Client Services: Kevin Doherty
Agency Account Director: Hugo Blott
Account Executive: Alice Moorcroft-Hughes
Account Manager: Gina Groves
Creative Directors: Phil Heys/Ed Sullivan/Paul Chatelier
Art Directors: Phil Heys/Ed Sullivan
Graphic Designers: James Pendergrast/Kwame Charles/    Andrew Stanger/Luke Gillard
3D Designer: Shaadee Alam
Concept/Cultural Reference:
A dramatic, high-contrast campaign made adidas the most talked about brand at the 2014 World Cup in Brazil.
Three photographic styles stripped everything back to show the distinctive patterns and transformational properties of adidas’ Battle Pack footwear range.
The action shoot saw exaggerated and powerful shots based on the drawings of a Marvel Comics illustrator, making action heroes of the players.
The product shoot saw the state of the art Battle Pack footwear shot in a gritty environment, spot-lit by a shaft of light cutting through the darkness.
The portrait shoot saw projections casting the predatory patterns onto faces, conveying the shift from player to warrior from the moment the boots are on.