When Boost stepped onto the scene in 2015, the footwear industry took notice. The best in comfort and the best in responsiveness—at the same damn time. It became the holy grail of midsole technologies. Its integration into almost every adidas category has been demanded by consumers everywhere. Often imitated, never replicated—Boost is the greatest footwear technology ever. When we were briefed on the project, we accepted the challenge to celebrate Boost as the icon that it is.
Global Brand Design was given an unprecedented brief: deliver the largest campaign in adidas' history. We were tasked with delivering art direction and design assets for a global campaign that spanned 3 product lines for 3 different consumer segments at 3 unique retailers. Boost was the connecting thread between them all. In addition to the Ultraboost 19, we developed creative for two new products: the Pulseboost HD and Pulseboost HD Winterized. These products each needed differentiation to address the training, running, and style consumers at all touch points. To execute the brief, we worked with multiple global agencies and a small army of photographers, videographers, illustrators, animators, and designers to bring it all to life.
The visual design system was built to be bold and flexible. A simple grid underpins it all, which gives a designer a wide range of possibilities to create a clear and cohesive visual language that conveys energy. The work shown here is only a small selection from a library of content we generated and focuses on the lead colorway for the Women's Ultraboost 19.
