With a tag line like "I'm Never Done" we used the power of repetition to mimic the hundred of reps it takes to chase greatness. At the street window level, we created dozens of weight plates, formed from foam, and held in place with red rubber cords. the campaign imagery was tiled across the plates to add dimension. Inside the store, a rope language created a Temple of Training. Each rope carried from one side of the launch zone to the other, and were held in place by 100lb Kettle Bells. The focus product was suspended in place and lit for effect. Flanking the launch zone, were infinity boxes, again a way of dimensionalizing the mantra. The lunach zone was set up to be able to host in store training sessions.
Creative Direction, Michael Castellon for Adidas Brand Design and DCD. Design by Scott Denton-Cardew and Chris Bradley for DCD. Installation and fabrication by Tangram International.