adidas Running: Road to Records
SERVICES
Creative Direction
Product Storytelling
YEAR
2023
INFO
Five athletes. Five Adizero shoes. One story about the pursuit of what comes next. Road to Records was created to celebrate the athletes and innovations that have defined the Adizero franchise, while connecting its history into a single, forward-moving narrative. I helped shape the overarching creative direction and product storytelling, developing a concept that could move across generations, athletes and products without losing its focus.
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The work demanded both ends of the creative process: stepping back to define the big idea and the system behind it, then stepping in to obsess over how that idea would actually live. Every athlete, product and detail became part of the larger story.
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That ability to move between the strategic and the tangible is what made this project particularly rewarding. To create the idea, build the framework, and then see it all the way through to execution.
