ADIDAS
Extending the adidas experience beyond sportswear A promotional product collection designed for adidas Golden Week, combining sport, travel and outdoor leisure within one recognisable branded range. The concepts translated adidas’ performance identity into useful everyday products for people travelling, exercising or spending time outdoors during the holiday period. Rather than producing isolated branded merchandise, I created connected product lineups with a consistent visual and functional direction.
Creating relevant relationship gifts for a holiday campaign adidas required a selection of promotional gift concepts for Golden Week in 2015. The products needed to connect with the holiday period while remaining relevant to the brand’s association with movement, sport and active lifestyles. They had to feel useful enough to be kept and used, rather than becoming ordinary promotional merchandise decorated with a logo and quietly forgotten in a cupboard. The assignment involved researching suitable product categories, developing multiple concepts and presenting them as coordinated ranges that could support different audiences and gifting levels.
Creating variety without losing a coherent brand identity The collection needed to include several different product types, each with its own materials, proportions and use case. A blanket, umbrella, speaker and running belt do not naturally form a visual family. Human civilisation had once again created a problem by demanding both variety and consistency at exactly the same time. The central challenge was to bring these objects together through a clear design direction while avoiding excessive branding. Each product needed to feel recognisably adidas, but still work as a credible and desirable object in its own right. The lineup also had to balance different moments within the holiday period, including travel, outdoor activity, relaxation and recreational sport.
Two coordinated product directions for active travel and leisure
I developed two complementary product lineups, each translating the adidas identity into a different lifestyle context.
Performance and travel collection
The first direction used a restrained black, white and stainless-steel palette. It focused on practical products suited to travel, commuting and outdoor leisure.
The lineup included concepts such as:
an insulated travel flask a rolled fleece or picnic blanket a compact travel and picnic bag a portable speaker a collapsible umbrella
The controlled colour palette and minimal logo application gave the products a more universal and premium character. Material contrast between soft black textiles, white straps and brushed metal helped connect the individual objects as one range.
Active holiday collection
The second direction introduced adidas blue as the central visual element and focused more directly on sport and outdoor activity.
This collection explored products including:
a branded beach or sports tote a compact umbrella a sports towel a drawstring accessory pouch a running and hydration belt a reusable sports bottle a portable power bank an insulated flask
Blue textile surfaces were combined with black mesh, grey technical materials, stainless steel and limited white branding. This created a lighter and more energetic collection suited to active holiday use.
Across both directions, the logo was positioned according to the shape and function of each object rather than applied at one fixed scale. This allowed the product range to remain consistent without making every item look like identical corporate merchandise in different disguises.
The project resulted in two clearly defined product families that gave adidas a broad selection of relationship-gift concepts for Golden Week.
The ranges demonstrated how the brand could move beyond apparel and footwear into useful lifestyle products while maintaining a consistent performance-led identity. Together, the concepts covered travel, outdoor leisure, recreation and personal technology, enabling different combinations and gifting levels within the same campaign.
The final presentation provided adidas with a coherent lineup rather than a collection of unrelated products. It established a visual and strategic direction from which individual products or complete gift sets could be selected and developed further for production.