CREATIVE DIRECTOR / MAKER
adidas primeknit is an industry-leading knit technology that had a problem. Our insights told us that those buying it felt that it looked too good to work out in, and were reserving it’s effective temperature management benefits for the dance floor instead of the gym. We liked that idea, and leaned into it to find a way to celebrate its adoption outside of the typical sport realm. We created a logo using the actual programming used to create the product for an integrated and scalable application across the assortment, then found the right crew to help us celebrate its sport/luxury appeal.