As part of my work as global Creative Director for adidas Running, we lead the hero product narrative of the UltraBOOST 19 campaign. As the pilot campaign in the new adidas “blockbuster” structure, it was the biggest adidas campaign of the year, across all categories, with the biggest media investment. As a complete redesign of arguably adidas’s most iconic running shoe, this campaign was a big deal. The scale of how this work spread throughout the world and the number of different iterations is simply humbly. Pretty awesome (but very arduous) project to lead. A wild ride.
As part of the work on this campaign, we invented the “checkboost” graphic, which will be the symbol of UltraBOOST for years to come. Pretty cool.
We also activated on social with some of the world’s biggest footballers. Where would they get their energy if ultraboost 19 didn’t exist? We brought some pretty wacky answers.