– boost your run  – endless energy – boost your run  – endless energy – boost

For adidas’ launch of their revolutionary mid-sole technology, Boost, we developed a robust set of tools to announce their new sub-brand, educate the product’s benefits and excite the audience to try it for themselves. The proof is in the putting on, after all. The solution used the concept of multiplicity to express its high rate of energy return without degradation – in photography, graphic pattern, messaging, retail fixtures, and innovative supporting design elements to capture the vitality that endless energy implied. And conceptually tying all aspects of the brands communication together from out of home and above the line down to retail.
The final package included brand guidelines, a launch toolkit (hero, product & pr photography, graphic goodies, design rules), a retail fixture system and event design direction.

Brand Campaign Global Toolkit & Guidelines for print, retail & event
Global brand photography (China, Japan, Europe, North America)
retail windows & fixtures

Client:  adidas
Photographers:  Rafael Astorga (action); Marcus Swanson Studio (product)

Role:  Creative Direction, Design

Agency:  Fiction