ADIDAS KOREA

BUSINESS CATEGORY
Sports Brands

PROJECT
Key Visuals & Copywriting

CLIENT
Adidas Korea

DATE RELEASED
2019/05

BOOST
YOUR
SPRING

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.”

VISUAL CONCEPT POINT

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.

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.

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.