ADIDAS KOREA

ADIDAS KOREA

INDUSTRY Sports Brands
PROJECT Key Visuals & Copywriting
CLIENT Adidas Korea
DATE 2019/05
Here, we visually constructed logical points of connection between product and design, believing that the product’s true appeal would be magnified where Ultraboost’s functionality and the user’s sensibilities intersect. To evoke a feeling that captured both the product name and season of its limited release, we came up with the tagline “BOOST YOUR SPRING.”



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SPRING NIGHT :
Run Relaxed in Daytime and Free at Night

adidas’s XENO material provides a fresh sense of contrast when placed in dark and light environments. To highlight this, we created two sets of designs based on the theme Night & Day.

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Night

Using a series of spheres, we highlighted the unique elasticity of Ultraboost with a visual representation that exudes kinetic energy. To express the characteristic glow that activates when the product is exposed to light, we employed a minimal yet easily recognizable design. This allowed us to express the eye-catching pink that appears when Ultraboost is illuminated, while maximizing the creative’s nighttime aesthetics.

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Day

As with the Elasticity Night Version, we once again employed spheres to create a dynamic visual representation of the product. This time, however, we added soft pink tones to suggest the colors of spring and emphasize both the product’s seasonal and functional elements.

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