PROBLEM
The adidas ZX Flux Is adidas’ answer to the lightweight running trend in all corners of the sports footwear market. I worked on the project during a three month period that I worked at Udox in Hoxton.
Initially planned as a soft intro to the market, the seasonal retail sell had been so successful that the Flux became the priority product in Originals’ global 2014 communications strategy.
SOLUTION
Briefed to me as a global print campaign, the products USP had already been identified and the restrictions put in place. The idea was to play on the minimal nature of the the ZX Flux’s upper while also highlighting the product’s ‘exoskeletal’ adidas DNA. Along with this, we also had to communicate that the upper could have infinite design possibilities. This was a tactical move duo to the impending launch of the app which allowed anyone to make their own custom design.
I, along with Creative Director Mark Ward and illustrator Adam Bletchley, was given a range of 12 shoes over three months to make simple but eye catching graphics that would highlight each shoes individual personality.
RESULT
adidas’ sales expectations for Flux were high, aiming to make it their biggest selling silhouette within a year of launch. However sell-through for SS14 was even stronger than expected at all distribution levels, with some products selling out globally within 24 hours.
JD Sports saw a 70% uplift in sales in the week the campaign went live, resulting in some products selling through way ahead of expectations. The campaign saw great coverage globally, with it appearing on trains, in custom train stations and on moveable billboards that had the shoe fixed to the front, while a variety of backgrounds revolved behind the trainer.
I also created the guidelines that were to be used for it’s global distribution.
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