Part of the adidas Modular Toolkit • SS24 / FW24 / SS25

adidas Commercial Moments Toolkit FW24 

adidas Global • TBWA\X • 2024 • Lead Designer • CD: Theo von Aspern • AD: Tuomas Karvonen, Maria Goucha • Photography: Tom Bender, Lucho Vidales, Pol A. Foguet, Jane Stockdale, Thomas Dylewski, Rene Mesman

Brief: global campaign across Amsterdam, Mexico City, and Cape Town. Six months of production across football, cycling, training, and lifestyle categories. Content for adidas stores, digital platforms, and partner channels worldwide.

Present across productions, supporting pre-production and owning image selection and post-production feedback across all six photographers and all categories.

Built the modular design system and localisation guidelines from the adidas Brand Expression strategy document. With six photographers across three cities, consistency required a system.

Not guidelines that described what to do, but a framework that made it structurally impossible to go off-brand. Local markets could apply it independently.

A fashion advertisement featuring a woman with braided hair wearing a green camouflage jacket against a pink textured wall with geometric shadows. Includes inset close-up of the jacket and the text 'City Escape' and 'Outdoor-inspired styles for your everyday adventures.'
Three panels showcasing outdoor-inspired urban fashion. The left panel features a close-up of a woman wearing a green patterned jacket with a pink background. The middle panel is a black grid with white text reading "City Escape" and subtext "For your everyday adventures," along with athletic brand logos. The right panel displays a woman in a white crop top and green jacket standing against a light-colored wall, with a small inset close-up of her face.
Close-up of a person's hand adjusting the drawstring of a green Adidas jacket with black braided hair visible in the background.
A woman wearing a green patterned jacket and a white Adidas shirt with braided hair, posing outdoors with her eyes closed and one hand near her face.
A person with curly hair wearing sunglasses, a black jacket, a black choker, and green shorts, sitting on the ground and leaning against a wall.
Two people standing against a textured pink wall with black slats.
A woman with dark braided hair looking upward, wearing a green hooded jacket with a pattern, against a pink background.
Website homepage featuring a woman in outdoor apparel with the text 'City Escape' and a 'Shop Now' button.
A woman with braided hair wearing a green sports jacket poses outdoors against a pink background, with a smartphone displaying her image and fashion advertisement overlays.
Screenshot of a mobile app interface featuring an Adidas logo, bundle savings text, and navigation icons.
Three smartphones displaying a sportswear brand website, with models showcasing green camouflage clothing, against a pink background.
Young man in black hoodie and green shorts, leaning back against textured walls in a narrow outdoor corridor, wearing white Adidas sneakers and white socks.
A digital advertisement billboard displaying two models posing against a pink textured wall with black diagonal lines. The text on the billboard reads "You Got This," and there is a white Adidas logo on the left side.
Advertisement poster in a subway station featuring two young models in casual athletic clothing with the text "You Got This" and the Adidas logo.
A person wearing a light green athletic shirt and shorts, with the Adidas logo, standing on a gym treadmill, holding a walking stick or phone.
A woman sweating during a workout.
Close-up of athletic shoe sole on gym floor, person in background wearing green shirt and dark shorts
A man with curly hair in sportswear doing a floor exercise in a gym with large windows.
Man in gym wear doing a kneeling exercise in gym with fitness equipment in background.
Three mobile screens showcasing Adidas workout shoes and apparel e-commerce interface, featuring a woman squatting in Adidas training gear in the center.
Screenshot of Adidas website featuring men's training shoes and activewear, with images of a man sweating, a person exercising, and a close-up of a shoe sole.
A city bus stop with a large poster of a young man inside a transparent cube, appearing to crouch and punch the glass. The poster has the text 'YOU GOT THIS' overlaid in large white lettering.
Underpass featuring three fitness advertisements with a blurred person running through.
A woman in workout attire performing lunges with dumbbells on a black exercise mat outdoors, with gym equipment and green turf in the background.
Close-up of a woman in athletic attire, focusing on her lips, chin, and part of her hair, with a blurred background.
A woman in athletic wear doing a workout on a black surface, wearing a black athletic tank top and blue leggings.
Close-up of an athletic woman with curly hair, wearing a gray athletic tank top, touching her chest, with a focus on her face and upper body.
A pregnant woman practicing yoga indoors on a gray mat, sitting cross-legged with eyes closed and hands on her belly, wearing a pink athletic outfit.
A woman practicing yoga in a lunge pose on a yoga mat in a room with wooden floors and curtains.
A woman practicing yoga on a wooden floor, wearing a purple tank top, with her arms bent over her head in a stretching pose.
Woman practicing yoga in a handstand position on a blue mat outdoors on wooden decking under a clear blue sky.
Close-up of a young man in cycling gear, wearing a blue helmet with white accents, showing distress or pain, possibly after a fall or injury during a ride.
A man wearing a helmet, sunglasses, and cycling gear riding a gravel bike on a dirt trail surrounded by greenery with a scenic landscape and cloudy sky in the background.
Close-up of a mountain biking shoe attached to a pedal on a mountain bike on dirt trail.
Two soccer players in black athletic wear competing for control of a soccer ball on an indoor field at night, with a goalkeeper in the background and a dark cityscape beyond.
A male soccer player in black athletic gear kicks a blue and white ball on an outdoor turf field at night.
Young man dressed in black sportswear, wearing a black face mask and cap, standing outdoors at night on a sports field or park, with bright lights in the background.
A man in a black athletic jacket with white stripes on the sleeves standing on a grassy field.
A woman wearing swimming goggles is emerging from a swimming pool, with water splashing around her.
A person swimming underwater in a pool during a race, seen from below, with lane dividers visible.
A woman in a light blue Adidas sports swimsuit and a man in colorful Adidas shorts are lying in a pool, with the woman's arm around the man's head.
Two women laughing and floating on inflatable tubes in a swimming pool, enjoying a sunny day.
Smiling woman in sunglasses and a striped swimsuit, holding a blue inflatable pool float, smiling in a swimming pool under sunny sky.