D.O.N. Issue #4
D.O.N. Issue #4

Adidas

D.O.N. Issue #4

WELCOME TO THE FUTURE OF FAST.

Adidas DON4 R1 C1 V1

The Challenge

Establish the newest iteration of Donovan Mitchell's signature sneaker, the D.O.N. Issue #4, as the lightest and most advanced footwear in the market.

The Insight

The D.O.N. Issue #4 builds off of Donovan Mitchell’s ability to unleash his speed and athleticism. From top to bottom, every element of the shoe is built for speed to create a new platform for Donovan and our consumers to experience the future of fast.

Adidas DON4 R2 C1 V1

Strategy

Leverage the narrative around Donovan Mitchell's on-court attributes and share the performance benefits of the D.O.N. Issue #4 by presenting a story showcasing the speed offerings of the footwear.

Creative

For retail and digital touchpoints, we developed a concept around the "Future of Fast," where the D.O.N. Issue #4 is presented as a creation borne in a laboratory-like setting where the science of speed is infused into the shoes. The abstracted space also evoked Donovan Mitchell's unique speed and quickness, forming a connection between the product offering and the athlete who inspired it.

Adidas DON4 R3 C1 V1
Adidas DON4 R4 C1 V1
Adidas DON4 R4 C2 V1

Go to Market

The D.O.N. Issue #4 campaign was presented within the visual center and campaign guidelines, toolkits and storytelling we created. Elements included comprehensive digital and retail assets that showcased the footwear launch and told the narrative around the Future of Fast.

Adidas DON4 R8 C1 V1

Services

Art Direction, Content Strategy, Copywriting, Retail Design, Retouching, Visual Identity System, Product Storytelling + Messaging, Design & System Guidelines, Integrated Campaign Development, Production, Tone of Voice, Logo Design & Visual Center, Photo & Video Capture, Retail Design Systems

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