N3XT L3VEL

My team worked closely with adidas basketball to develop an overhauled identity, visual system, and relaunch campaign for adidas hoops SS19. We introduced 3 groundbreaking new basketball shoes: N3XT L3V3L, Pro Vision, and Marquee Boost. This collection represents a reset for the entire category – introducing a new approach to product design, voice guidelines, illustration and art direction. I collaborated with the adidas team throughout the entire development process – from the initial category brief, throughout the product development process, and ultimately during the public launch.

The campaign is built around a highly flexible visual system. Each shoe had its own voice and personality but was able to complement its counterparts through custom typography, editorial compositions, copywriting, photography, and video direction.

GrandArmy 2019

Role: Creative direction, Art direction, Design, Type design, Strategy, Copy writing, Illustration.

Photography: Cole Barash

Major conspirators: Michael Stone, Michael Auer, Salvatore La Rosa