adidas / Faster Than_
Creating the visual identity for adidas’ largest running campaign of 2020
Creating the visual identity for adidas’ largest running campaign of 2020
adidas’ Faster Than_ campaign focuses not on athletes but on everyday heroes. In order to communicate the idea of the democratization of running, we created a diverse visual language including custom typography, colors and textures that referenced different ways in which individuals related to running in their own lives.
The biggest challenge was the need to come up with a visual system that linked the various types sneakers, personalities and media channels together under the name of Faster Than_ , while still allowing room for each to have their own distinct look and feel.
Our extensive explorations, which were influenced by the materials of the sneakers themselves, the ethos of the runners we worked with, and the themes of lightness and speed, resulted in a broad yet consistent graphic language that can be easily adapted across the Faster Than_ category.
The design process also included the selection and post-production of the photography used throughout the campaign. One of the coolest aspects of the project was working with dynamic images shot in Shanghai, Athens, Los Angeles and Lisbon.
All of this work results in an extensive design toolkit which outlines how the design, films, photography and graphics that we create are to be used in various print and digital formats. It’s amazing to see how our work is then translated into retail installations in adidas stores, graphics for the Berlin marathon, social media posts by adidas runners and athletes, as well as print and digital advertisements in key cities around the world.
I worked with a fantastic team at TBWA on this project. Much thanks to Andre, Thomas and Michael for the creative direction, Lot for her wonderful typography, and Maria and Mike P. for their excellent attention to detail and dedication.
Project
Services
Industries
1 Heartworm Reader Issue One
Book Design
Arts & Culture
2 Slagerij DeSchuyt
Branding Identity
Cafe & Restaurant
3 Faster Than_
Global Advertising Campaign
Adidas Running
4 Carbon Social Club
Identity Design
Podcast
5 Digital Anthropomorphism
Book Design
Branding
6 PSFK
Digital Design & Strategy
Trend Forecasting
7 256
Digital Design & Strategy
Gaming
8 Good For One Fare
Installation and Book
Self-Initiated
9 Strategic HR
Book Design
Strategy & Business
10 Adidas Ultraboost 19
Global Advertising Campaign
Running Sports
11 City as Character
Book Design
Self-Initiated
12 Asian Arts Initiative
Book Design
Arts & Culture
13 Kill Screen
Digital Design & Strategy
Gaming
14 The World by Train
Book Design
Self Initiated
15 Next City Anniversary
Editorial Design
Urbanism
16 An Inaccurate, Incomplete and Absolutely True History of the City of Philadelphia
Installation and Publication
Self-Initiated
17 Philagrafika
Book Design
Publishing
18 Michael Snow / Photo-Centric
Book Design
Arts & Culture
19 LoDown x Radical Cutup
Editorial Design
Fashion, Arts & Culture
20 The Pool
Graphic Identity
Fashion
21 The World Stage
Strategic Design, Publishing
Non-Profit
22 Next City
Strategic Design
Urbanism
23 Akustikplatten
Identity Design
Music
24 Heartworm Press
Book Design
Publishing
25 Letting Go
Book Design
Arts & Culture
26 Steve Powers
Strategic Design, Publishing
Art
27 The Stumbling Present
Book Design
Arts & Culture
28 Swindle
Art Direction, Design
Arts & Culture, Fashion
29 Common Touch
Art Direction, Book Design
Arts & Culture
30 City Limits
Art Direction, Design
Urbanism, Publishing
31 Minimal Risk
Graphic Identity
Fashion
32 Riverview
Web Design, Graphic Identity
Real Estate
33 Fels Policy Research Initiative
Web Design, Graphic Identity
Education
34 Red Collective
Graphic Identity
Real Estate
35 Room 21
Web Design, Graphic Identity
Arts & Culture
36 ICPH
Web Design
Non-Profit