Adidas approached us to help craft the positioning for the sell in of the AdiGirl line. Developed to serve the young female athlete through a fresh lens – one with less pink – the line is something we all wish we’d had in our varsity days.
We developed a look and feel congruent with global brand standards, but unique to the collection. Color overlays, multiple images and layered looks remind us of locker collages and Polyvore (with whom they ended up collaborating) and express her multifaceted life. Photography direction specified a school location that featured multiple girls in each shot to convey the feeling of team so important to athletes of this age.
Photo direction, visual center, messaging and collateral.