adidas
adidas makes football, running and training footwear and apparel, alongside the Originals line that lives in street culture and music.
Lower case, heavy, tightly set. The three stripes are a graphic system, not an ornament: they can crop, repeat and carry the layout.
set the wordmark in capitals
show product without a person or a culture around it
make a performance claim without a test
impossible is nothing
Direct and collective. Sport as culture, teams and crews rather than lone heroes. Lower case, short lines.
Players, runners and the much larger group who wear the same shoes because of where they came from.
+Sport and street culture as one thing
+Teams over individuals
+Design that comes off the pitch
×Sport treated as fashion only
×Hero worship
×Sterile product photography
would die on
Sport belongs to the people who play it, not the people who sell it.
