adidas / Faster Than_

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 Faster Than_

Global Advertising Campaign

Adidas Running

2 Carbon Social Club

Identity Design

Podcast

3 PSFK

Digital Design & Strategy

Trend Forecasting

4 256

Digital Design & Strategy

Gaming

5 Good For One Fare

Installation and Book

Self-Initiated

6 Strategic HR

Book Design

Strategy & Business

7 Adidas Ultraboost 19

Global Advertising Campaign

Running Sports

8 City as Character

Book Design

Self-Initiated

9 Asian Arts Initiative

Book Design

Arts & Culture

10 Kill Screen

Digital Design & Strategy

Gaming

11 The World by Train

Book Design

Self Initiated

12 Next City Anniversary

Editorial Design

Urbanism

13 An Inaccurate, Incomplete and Absolutely True History of the City of Philadelphia

Installation and Publication

Self-Initiated

14 Philagrafika

Book Design

Publishing

15 Michael Snow / Photo-Centric

Book Design

Arts & Culture

16 LoDown x Radical Cutup

Editorial Design

Fashion, Arts & Culture

17 The Pool

Graphic Identity

Fashion

18 The World Stage

Strategic Design, Publishing

Non-Profit

19 Next City

Strategic Design

Urbanism

20 Akustikplatten

Identity Design

Music

21 Heartworm Press

Book Design

Publishing

22 Letting Go

Book Design

Arts & Culture

23 Steve Powers

Strategic Design, Publishing

Art

24 The Stumbling Present

Book Design

Arts & Culture

25 Swindle

Art Direction, Design

Arts & Culture, Fashion

26 Common Touch

Art Direction, Book Design

Arts & Culture

27 City Limits

Art Direction, Design

Urbanism, Publishing

28 Minimal Risk

Graphic Identity

Fashion

29 Riverview

Web Design, Graphic Identity

Real Estate

30 Fels Policy Research Initiative

Web Design, Graphic Identity

Education

31 Red Collective

Graphic Identity

Real Estate

32 Room 21

Web Design, Graphic Identity

Arts & Culture

33 ICPH

Web Design

Non-Profit