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, social content and branded environments. The result was a cohesive and expressive platform that captured the momentum of youth sport and gave Adidas a bold, ownable presence at the heart of the action.