adidas Icons

The concept was to capture the spirit of sport by revealing adidas’ athletes as icons. Shot in profile and placed over simple, iconic backgrounds reminiscent of the nation, team, or sport they represent (and product for key athletes).

We built the system with a set of profiles + background assets to be use as standalone posters or integrated into adidas global campaigns, along with usage guidelines and instructions on how to extend the system beyond the initial kit.

Asset creation strategy, briefs, guidelines, & assets

Client:  adidas
Photographers:  various

Role:  Creative Direction, Design

Agency:  Fiction