ADIDAS

Creators Unite: shaping the visual system behind a global campaign.

The Opportunity

Creators Unite was adidas’s 2019 brand campaign platform, launched during their 3-day annual global sales event in Germany. The campaign set the tone for all internal and external comms, energizing global sales teams, and driving growth.

The Solution

Combining creative expressions across all business units, we established a set of modular assets that could unite Performance, Originals, horizontal initiatives, franchises, and collaborations to build the foundation of a 2-year global brand campaign.

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Regardless of what motivates us to play as individuals, in sport we are all united in the pursuit of something better.”

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Sport gives us moments that transforms attitudes and culture in ways that are felt around the globe.”

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Our Process

Working in-house at adidas as part of the global Brand Design team, we played a pivotal role as the brand transitioned from ‘Creators’ to ‘Creators Unite.’

The Creators Unite campaign quickly evolved from a story of individual pursuit into something much bigger. This was the first time creative at this level was led in-house at adidas, allowing us to connect and integrate horizontal initiatives like sustainability and innovation within business units and across the campaign platform.

Projects often call for a modular approach to allow clients to scale up or down where necessary. Under the pillars of GAME, LIFE, and WORLD, we created a visual system that could combine new images and existing visuals from past campaigns. It included an extensive toolkit of color, fonts, photography, graphics, art and illustrations, and messaging. It was flexible enough to be applied to everything from 210-meter digital screens, 4 stages, 3 sell-in rooms, a lunch hall, to magazines, posters, environmental furniture and a digital app.

Testament to the project’s management, we united leadership, product, event, and business teams to review content and align on horizontal initiatives and storytelling. This involved extensive discussions, feedback sessions, and collaborative decision-making. Our stakeholders included board members, senior management, and senior directors.

As part of the launch, the Creators Unite magazine was created and presented by the brand to 5,000 visitors from around the globe. The magazine is a collection of extraordinary stories about women confidently holding a mirror up to sport, culture, and themselves under the chapters GAME, LIFE, and WORLD. We sourced, curated, and wrote these stories from pop stars, athletes, yoga instructors, and success stories of women and teams from within the brand. It was designed in collaboration with Melville Brand Design and was available in a limited printed version, mobile microsite, and large-scale environmental applications.

Credits

Art Direction:
Kirsten Camara, Eva-Marie Miller

Copywriting:
John Corrie, Hugh Gallagher

Illustration:
Milton Un, Sam Chirnside, Sophie Douala, Gemma O’Brian, Jose Mertz

Magazine and Microsite:
Melville Brand Design

Interior Design:
Kirsten Camara, Michelle Ferniza

Production and Event Partner:
Splash Worldwide

Developed in-house with the adidas Global Brand Design team, Herzogenaurach, Germany

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