Adidas #Heretocreate — Concept

A recent concept design for an adidas launch in London (Brick Lane).

I really wanted to create something graphical and bold that would pair up everyday life and sport. The idea centres around ‘plans’ — the world is a busy and bustling place and sports plans are essential in your everyday plans. Finding the time for that extra boxing session or making sure you can get on court on the weekend is imperative.

Then, words associated with the illustrated court, rings, pitches etc started to have double meanings and links started to appear in what could be in a woman’s everyday plans. I really liked the positive connection between the wording and illustrations but also wanted to add an edge.

I wanted to create an extra layer that would show a ripping up of paper and what had come before, and that these new plans are here to stay and will continue to empower women shredding up any statues quo still left in sport.

I also felt that this torn effect would work nicely with the streets of Brick Lane and further enhance the visibility and offering of the adidas studio LDN.