adidas Styling Direction: Sport is Style
OPPORTUNITY
Being fully connected to your brand allows you to absorb all its good and bad, and land on new ideas to help push it forward.
One of the challenges I’ve experienced first-hand are the rules and process that are imposed — specifically around styling and key looks. Since we’re a footwear and clothing brand, that needed to be course-corrected immediately.
APPROACH
With a fresh perspective, my nimble team took a step back and looked at how styling can play a larger role in our brand’s creative direction, particularly for women.
” As the Creator Sport Brand it’s our duty to show — not tell — what being creative in sport looks like. So how do we create a unique perspective that’s an honest reflection of who we are as a brand? Self-expression. Self-expression is the vehicle of change from the status quo. It expresses our individuality, our opinions, our culture. It doesn’t look uniform because it’s the literal opposite. This is our opportunity to break from conformity and create the new way to look at and lead sport.”
We had a strong belief that the production process needed to reiterate the creative mission: centering women’s experiences. This guided our production process, from the team of stylists brought in, to the music played, to the selects made.
