COLLECTIVE POWER
We created a digital toolkit for three superstar adidas athletes – Candace Parker, Katie Ledecky, and Abby Dahlkemper – and their associated footwear. Viewed through the lens of 'Collective Power,' a showcase of real-life heroes in sport, Iconized with a comic book superhero twist.
It’s still remarkably rare to have a women-focused athletic sneaker. Men in sports have been given signature product partnerships for generations. So when adidas changed that, it was a moment to celebrate these courageous women who champion progress daily, emerging as true heroes in sports for many.
We crafted compelling storytelling moments around each athlete's personal mantra, sport, and story. Collaborating with illustrator Josephine Rais, we partnered to portray these heroes along with their signature products and mantras.
Josephine specializes in creating striking representations of modern femininity and identity, inviting viewers into a tolerant, diverse, and equal world. A true hero in her own right, she brings a unique dimension to the powerful imagery encapsulating the essence of these remarkable individuals.
CREATIVE DIRECTOR BETH ZIMMERMAN
ART DIRECTOR CARINNE URRUTIA
COPYWRITER TAMARA DEIKE
ILLUSTRATOR JOSEPHINE RAIS
ROLE ART DIRECTION
AGENCY HAPPYLUCKY
CANDACE PARKER
ILLUSTRATION DETAILS:
Silver basketballs celebrating her WNBA championship trophy,
white lines representing a basketball court,
and a necklace with the initials of her daughter, Lailaa.
Mantra: Left foot, right foot, breathe, repeat.
KATIE LEDECKY
ILLUSTRATION DETAILS:
Gold medals highlighting her grand Olympic performances,
water shapes and droplets relating to swimming,
and a stopwatch with her record time recorded.
Mantra: Take the lead, keep the lead.
ABBY DAHLKEMPER
ILLUSTRATION DETAILS:
A net structure representing elements of a goal,
flying hexagons depicting the shapes on a soccer ball, grass,
balls, her engagement ring,
and stars paying homage to her place on the USWNT.
Mantra: You are ready for this.
ECOMM & SOCIAL
