Working with Adidas is a special type of opportunity that differers from any other sports apparel brand. They’re motivated by the appeal of standing out and saying something different, while staying in step with how their consumers authentically view sport.

Working with the team at Lake Retreat, we were tasked with building anticipation for the U.S. Army All-America Game and the new Adidas state of the art uniforms launching during the game. We created a theme to build our campaign around that encompassed the style, passion and swagger of young football athletes: FIT. FORWARD. FINISH.

FIT - We wanted to emphasis the high tech upgrades of the new team uniforms and AdiZERO cleats. State of the art design for a next level performance.

FORWARD - It’s not just about playing to win anymore. You gotta keep the game moving forward. The competition goes beyond the guy your matched up against. It’s also about making the play that everyone talks about after the game.

FINISH - Attitude is back in style. And with the NFL finally ending its prohibition of end-zone celebrations, the more swag the better. Embrace your personality and what it adds to your game.

The result was a comprehensive campaign that included tease, launch and sustain phases with extensive reach. It included enough assets to provide unique social media content for every platform. In addition to Creative and Art Direction, I also handled all design and photo post production.

The campaign success lead to us working with Adidas US Football throughout the season and into the next.

ADIDAS U.S. ARMY GAME