BLACK FRIDAY BRANDING STRATEGY TEAM WARNE
Overview
During our reasearch we came to learn that Black Friday is a crucial time for numerous brands in terms of fighting for consumer attention. Market position, budget and strategy determine whether these brands succeed or fail to grab consumer attention. We as a design team considered this campaign to be a huge responsibility, privilege, as well as challenge. Adidas’ sheer size as one of the world's leading sportswear and lifestyle apparel brands puts it in a unique position where it doesn't have to fight to get the consumers attention and instead can focus on what they plan to do with it. We decided not to waste your marketing budget focusing on advertising the amount of discounts offered on individual items and instead chose to take this as an opportunity to celebrate the legacy Adidas has built and to speak up about the things that matter.
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Design Language We took immense inspiration from Adidas’ iconic marketing campaigns, products and technologies of the past and present day and implemented theminto our own designs to pay homage to and further solidify their place in the Adidas legacy.
Superstar Ultraboost Adidas’ Superstars have the silhouette of one of the world's most recognizable shoes. According to Complex, up until 2016, over 16 million pairs were sold. To further solidify this timeless shoes legacy, we designed an all new Superstar. Keeping the iconic silhouette as is, we incorporated UltraBoost technology to create a beautiful fusion of timeless fashion alongside today's technology. The shoe we’ve loved for its aesthetic is now paired up with the go to check mark for every runner and city dweller.
Adilette Leather Slides What was born in 1972 as merely something you would wear around pools or locker rooms to not get your feet wet has today become an essential that can be seen being worn almost everywhere. We came up with an all new leather slide that comes with all the great functionality of the original slides - with a premium feel and finish. This has been done to symbolically solidify their place as one of Adidas’ most popular items.
The Three Stripes The sheer power to be able to identify a brand using a design as easy to recreate and recognize as the three stripes is something many strive for but only few are able to achieve. In recent times the three stripes seem to have taken a bit of a backseat in Adidas’ design language. We decided to bring them back in all their glory.
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Colors Our predominant color palette was made up of shades of black white and blue from the box that Adidas Originals shoes come in. We also tried to incorporate shades of beige that comes out like a form of patina on some of the most iconic white Adidas shoes. This was all done in an effort to very subtly bring attention to Adidas’ past and the road they had to take to become the giants they are today. This color palette also subtly showcases Adidas’ rich racial diversity, and how they have never been tied down to any singular culture but an international brand that transcends all cultural barriers.
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