ADIDAS
Defining a font and identity system for adidas’ first ever flagship store.
The Opportunity
Launching the first flagship store for a major global brand such as adidas required us to craft a cohesive visual identity that united all business categories while reflecting sports local culture. The NYC store became a playbook for the retail fleet and was rolled out across key cities and markets around the world.
The Solution
While working in-house at adidas we developed a unique visual and font identity for the Stadium concept. We used the utilitarian, authentic language and energy of high school stadiums to inspire a visual system that would speak to NYC locals and visitors.
“The Stadium is an emotional archetype of American Culture. And just like the human condition it responds to the world around it.”
“New York environments are characterized by a human patina and its texture, spirit and people will thread unapologetically through the environment.”
“Our Flagship environment is an open invitation to totally immerse yourself in the adidas brand.”
Our Process
‘Stadium,’ the concept behind adidas’ first-ever flagship store in NYC, immediately engaged with people physically and mentally as they entered the store and took to the field of play.
While working in-house at adidas as part of the global Brand Design team, we collaborated closely with Unfun, an external design agency, to explore conventional font and wayfinding systems and vernaculars—combining adidas’ brand font AdiDIN and monospace fonts found in stadium environments, fusing the history of the brand and sport. The result was ‘AdiMono,’ a unique typographic system that not only reflects the brand's history and its connection to sports but also serves as a functional wayfinding tool within the store.
We experimented with the system in different parts of the store that would elevate product and create points of engagement; eventually landing on a distinctly adidas DNA. We then passed on this comprehensive exploration to the interior agency to implement into the space, playing a crucial role in guiding reviews and production of the system across different store formats. This low-tech expression of Stadium within the NYC Flagship was not just a local success but a global one, eventually emulated throughout the entire retail fleet.
A limited-edition playbook was crafted to document the process and strategy of the NYC Flagship store, bringing all elements together; strategy, environment, product, activation principles, staff and service, sustainability, and innovation. The typography, particularly the 'AdiMono' font, played a pivotal role in this, becoming a core component that united all touchpoints and brought the work-in-progress vernacular in the store to life. We led the creative direction and writing of the book, which was distributed to all board members, and now lives in The Archive at adidas, a testament to the coherence and unity of our design strategy.
Credits
Art Direction:
Kirsten Camara
Copywriting:
John Corrie
Font Design:
Unfun
Interior Agency:
Checkland Kindleysides
Architecture:
Gensler
Book Design:
Unfun
Developed in-house with the adidas Global Brand Design team, Herzogenaurach, Germany
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