adidas Primeknit

2019 Campaign

An end-to-end omnichannel campaign ecosystem for Primeknit sports bras and tights—designed to be as dynamic as the women who wear them. 

The challenge was to connect the cultural context of the women-led design process with Primeknit’s innovative features in an end-to-end, omnichannel campaign—driving real storytelling and leading to conversion.

Informed by our audience research and product insights, my team shaped the entire strategy and creative from ideation to execution. This culminated in a seamless experience across digital, social, PR and retail touchpoints all centered around a central creative direction…
 

MANY MOTIONS, ONE BODY.

002.png
003.png
004.png
zanna1.jpg
zanna2.jpg
1805925_Adi_PrimeKnit_FF_07_2440.jpg

We chose influencers that exemplified the dual support and flexibility of Primeknit—and who live life in motion. Mette Towley - Made famous by Pharrell’s “Lemon” video, Mette embodies the authenticity of expression in her dance. Zanna Van Dijk - Active UK fit-fluencer Zanna helped pressure-test Primeknit’s performance benefits. 

 

The hero videos, featuring Mette and Zanna in action, embodied the ethos of “Many Motions, One Body.” Their movements, emphasized with post-production ripple animations, convey the kinetic energy inherent to the activewear. Created with digital and social applications front-of-mind, these videos are designed to hook the viewer with engaging, looping animations.

585fd18fcb11b227491c35d3 copy.png
Instagram-Stories-adidasv2.png
Instagram-Stories-adidasv2.png
Adidas_Primeknit_Digital-Window_Front_Fi
Adidas_Primeknit_LaunchZone_Motion_Activ
Adidas_Primeknit_Category_Island_Final-f
Adidas_Primeknit_Category_Backwall_Final

Our work extended far beyond the site, integrating the creative direction into the adidas retail environment. We worked through various iterations, leveraging digital expressions in the physical space to express the Primeknit experience in an impactful way.

Windows_ Secondary_Zanna.jpg
Adidas_Primeknit_FLOW_LaunchZone_Final.j
Adidas_Primeknit_FLOW_Backwall_Final (1)