In 2011 adidas came to us with a unique challenge. How do we unify three distinct brands under the same platform? Thus "adidas all in" was born.

I was involved from the early pitch stages and ideation, through the multi-continent production, to the launch of the integrated campaign. The branding was laid out in an extensive print, digital, and a photography guideline that was distributed globally. I worked alongside the type house BaseLab to create the AdiNeue typeface that is still used across all adidas digital, product literature, advertisements, and in-store.

Creative Directors: Kris Manchester
and Yann Mooney
Copywriter: Evan Brown
Director: Romain Gavras
Photography: Cheryl Dunn, Mark Oblow

*The images following the style guide have been collected from other sources. They serve only as examples of how the guideline translated across platforms and countries, and I do not claim creative rights to any of the individual executions.