The Challenge
As adidas Basketball has evolved into multiple subcategories, or silos, its visual and narrative identity has splintered and become increasingly chaotic. To address the dissolution of a singular identity around adidas Basketball's storied legacy, modern performance offerings, cultural and style cache, and superstar signature athletes, develop a new look and feel for the category and establish consistency across silos season after season.
The Insight
Through hyper-specific narratives explored over the last few years, adidas Basketball has grown fractured in its storytelling. Getting back to the basics of the category's greatest strength – the footwear and the style, technological and performance benefits they offer – will create a rally point and a focus for future narratives.
Strategy
Identify what can be cut from the existing, cluttered landscape of current product campaigns to return to the brand's core values and iconic simplicity. Within each silo, explore a consistent way to talk about tech and product benefits. Once a "formula" that can be applied to each silo is achieved, it will be possible to streamline the concept and development of product campaigns to be presented to markets at a much more timely pace.
Creative
After identifying the types of tools we’d want to create for each of the silos to ensure various market needs – each possessing its own focus and priorities – are met, we concepted around key category takeaways to create a long-lasting identity featuring simplified, elegant qualities that reflected the boldness of the adidas Basketball brand. We then utilized this identity by expressing, building and bringing it to life across digital, social and retail consumer touchpoints. We also developed toolkits for markets and downstream partners to apply our look and feel locally, and the resulting work has begun to appear in select retail locations.
Services
Art Direction, Brand Development, Brand Strategy, Campaign Development, Copywriting, Creative Direction, Ecommerce, Photography, Retail Design, Retail Strategy, Typography, Brand Story + Narrative, Brand Positioning, Product Storytelling + Messaging, Photo + Motion Studio, Brand Identity + Visual Systems, Retail Design + Production, Digital Design, Digital Experiences, Product Launches, Content Capture, Design & System Guidelines, Photo & Video Capture
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