The Challenge
Adidas wanted to re-energise its youth audience and reconnect with the next generation of athletes through a bold, experiential campaign. The brief was to create a brand-led moment that felt authentic, inclusive and inspiring, with a strong presence at the Festival of Sport in London and impact across digital and physical touchpoints.

The Solution
I co-led the creative direction and design system, drawing visual cues from digital stopwatches and the iconic blue glow of sports timing tech. These elements shaped a modular identity built with kinetic type, glowing gradients and raw, high-energy textures. The system extended across campaign graphics, on-site builds, merchandise, social content and branded environments. To deepen engagement, we integrated existing sporting heroes from a range of disciplines, allowing visitors to take interactive quizzes and discover which athlete best reflected their own style and mindset. Surrounding activations encouraged participation from everyone, showing that the festival was for both beginners and experienced athletes . The result was a cohesive and expressive platform that captured the momentum of youth sport and gave Adidas a bold, ownable presence.