Anti Brand is a t-shirt line with no obvious connection to the adidas Group. The collection is meant to leverage adidas’ manufacturing resources and sales channels while filling a space in the market that a major sportswear brand can not.
The implied tone of this project is one of rebellion. Catchy phrases, moody imagery, and trend relevant printing techniques give the line an attitude that wouldn’t be permissible with adidas product.
While the apparel graphics (not shown) were the focus of the collection, I was enlisted to create the identity and presentation materials. The pitch was conducted in a meeting space decorated with motorsports and action sports items to reinforce the Anti Brand story.
In 2009, in the wake of declining (and a declining economy) sales on high margin categories such as jerseys, we pitched the NFL on a 3rduniform option. Up to this time each team in the NFL had only 2 uniforms, home and away. The expansion of this sales channel is something that can be seen extensively throughout the league now. But back in 2009 it was still a tough sell.
The strategy was sound and we went on to do a wide variety of alternate and throwback uniform packages, all of which can be traced back to these original efforts.
I am including slides of the entire presentation so you can get the full scope of the presentation. I know the detail gets lost a bit in web format but I do have the original pitch PDF as well as other examples of pitch work done for in house and OOH clients available on request.
In 2014 I was asked to be part of a focused team that would set the global graphic direction for the adidas Brand. Our objective was to establish a set of guiding principles that every designer can easily integrate into their personal creative process.
These principles ensure designers are creating products that embody adidas’ graphic language while encouraging creativity and variety.
This book contains carefully curated imagery that supports each of the aforementioned principles.
As part of the adidas Global design summits my team and I were tasked with reviewing the overarching brand design direction and then contributing to the graphic development for the most core brand graphic that would be used market by market as well as regionally and internationally world wide as the visual graphic voice of the adidas brand.
