Adidas
Agency: FITCH
Adidas is the signature client in my portfolio. I’m a bit of a ‘sneaker freak’ and a footy fan. I spent the majority of my life with three stripes on my feet, and plenty of time on the terraces of Main Road (the old Man City Stadium - before all the money and success, I should add). I’m sure this brand loyalty, and my enthusiasm during the pitch process, went quite some way in FITCH being rewarded with the contract. In the first year of working with adidas, and with me as the creative lead, we grew the relationship significantly, to become one of the top three clients in the studio in terms of revenue.
The clear highlight of this relationship was the World Cup 2014 Battle pack 360 campaign. A global campaign, with our remit ranging from art direction to retail, print, digital, mobile, broadcast and OOH.

World Cup 2014
Standing out in a sea of colour…
Context
Adidas wanted to create a big and lasting impression for its brand and its state-of-the-art Battle Pack footwear at World Cup 2014 in Brazil. We were asked to build on the ‘#all in or nothing’ strapline, and create something dramatic, to stand out in the obvious sea of colour, expected in Brazil.
Approach
Rather than incorporating the riot of colour you’d expect from a Brazil-related campaign, we went against the grain and designed visuals that were defiantly monochrome. The idea was simple one: use black and white to make Adidas stand out in a world of colour at Brazil World Cup.
The wild-at-heart visuals aligned with new ‘battle pack’ boot range. The boot range was inspired by graphics from predatory animals, we translated these images onto the faces of the players. The patterns on their faces represent the transformational power of these boots, and our key theme; controlled aggression.






