The beta testers

We gave 200 global creators (athletes, artists and activists) FUTURECRAFT.LOOP GEN 1 to beta test. They put the shoe through its paces, testing everything from performance to aesthetics to methods of return. Their collective feedback helped shape GEN 2.

Once GEN 1 was worn down, it was time to collect the shoes for regeneration into GEN 2. This process became the heart of the FUTURECRAFT.LOOP GEN 2 campaign, featuring well-known names including Jeff Staple, Jessie Zapo and Sophie Hellyer plus many more.

“Futurecraft is about combining advanced technology with traditional craft to create something better than just future tech. It’s a human approach, connected to people, their ideals and beliefs.

We’re a brand in a beta. A work in progress. Solving problems by hacking, prototyping, breaking, questioning. Wide open to new influences, talent, collaborations. We look outside the company for solutions. Combining ideas and innovations to create impact for the athlete and the world.

Everything Futurecraft we put out is to show the possibilities, the opportunity. We are opening up the doors, to show people what we can do together to shape the future.”

@adidaswomen

@adidas

Bespoke content

The process and beta testing were documented across 6 key cities: LDN, PAR, NYC, LA, TKY & SHG. From the captured material we created bespoke content for adidas channels e.g. adidas women and running. The content consisted of various video and image posts, IGTV episodes and an AMA where users would get their answers directly from the adidas product team.

The creators content

Each creator received personalised content along with a posting guide covering what to share and when, to amplify the campaign's message. The guidelines were a steer, not a script; we encouraged creators to be honest and add their own flavour.

creator's used Gen1s

creator: Garret Gooch

Additional content

The campaign also had other crafted assets which was used throughout various touch points and markets.

Created with adidas

I played a leading role in the creative team, contributing to overall concept and art direction. In the final phase, I acted as digital director, leading the campaign site, social content and guidelines across partner teams.

CLIENT: adidas Brand Design AMS
RESPONSIBILITIES: Concept, Art Direction
PHOTOGRAPHERS: Owen Silverwood
PRODUCTION PARTNERS: Resn, Matte Projects, Sodium