Creative Positioning: adidas Lifestyle Brand
It's not every day that someone says, “Adidas is introducing a new lifestyle brand, can you write the creative positioning?” That was the awesomeness involved in the project below, which included establishing the look for a new line of Running footwear and apparel.
The character of Ferris Bueller—who embodies youth, rebellion, style, and action—was the perfect muse.
I distilled the brand into 3 key attributes: Sport, Spirit and Style, as shown in this page from the brand book.
I also established what NOT to do with the brand.
Performance technology meets urban style.
With approved brand positioning, it was time to bring the brand to life with the first campaign.
Parkour was a natural fit for the campaign. The passion for running, urban setting, fashion aesthetic, andeven the rebellious youthful spirit fit perfectly.
With this in mind, we decided to cast actual Parkour athletes instead of models (below).