ADIDAS BRAND DIRECTION 2027: FUTURE OF THREE
Over nine months, we explored what the “Future of Three” means for adidas, defining the brand’s creative direction for 2027 and setting the foundation for its next creative cycle. Through 44 interviews, 9 event captures, and 4 photoshoots, we immersed ourselves in the perspectives of the athletes, artists, fans, and communities shaping sport and culture today. The result is a creative direction designed to move adidas forward and shape how the brand shows up across sport and culture in 2027.
ADIDAS TEAM
VP Brand Creative: Alexandra Weiland | Executive Creative Directors: Eva-Maria Miller and Sophia Amanzi-Oyugah | Creative Directors: Colin Cornwell, Jeff Metal, Patrick Savile | Creative Copywritter: Raksha Jain | Art Directors: Lucas Caballero, Marcos Almeida, Patrick Savile and Sasha Magallona | Creative Producers: Antony Burguer and Monique Christian.
Over nine months, we explored what the “Future of Three” means for adidas, defining the brand’s creative direction for 2027 and setting the foundation for its next creative cycle. Through 44 interviews, 9 event captures, and 4 photoshoots, we immersed ourselves in the perspectives of the athletes, artists, fans, and communities shaping sport and culture today. The result is a creative direction designed to move adidas forward and shape how the brand shows up across sport and culture in 2027.
ADIDAS TEAM
VP Brand Creative: Alexandra Weiland | Executive Creative Directors: Eva-Maria Miller and Sophia Amanzi-Oyugah | Creative Directors: Colin Cornwell, Jeff Metal, Patrick Savile | Creative Copywritter: Raksha Jain | Art Directors: Lucas Caballero, Marcos Almeida, Patrick Savile and Sasha Magallona | Creative Producers: Antony Burguer and Monique Christian.
EVENT CAPTURE
Photographers:
Basille Deschamps, Juan Ortiz, Lea Kurths, Matt Moran, Pauline Ballet, Randall Xiao, Reese, Tom Weatherill
Photographers:
Basille Deschamps, Juan Ortiz, Lea Kurths, Matt Moran, Pauline Ballet, Randall Xiao, Reese, Tom Weatherill
MOVEMENT AND PORTRAIT CAPTURE
Photographers: Pauline Scotto di Cesare and Silvio
Videographers: Jonas Sprattland and Reese
PRODUCT CAPTURE
Photographers: Lowri Cooper and Pauline Cantaron
