Brand Identity
adidas 75th anniversary
A concept-driven brand activation proposal celebrating adidas’ 75th anniversary through story, movement, and global unity.
Full activation concept for adidas’ 75th anniversary. The idea centered on celebrating movement—not just in sport, but in culture, people, and progress. The campaign proposed a global, multi-touchpoint initiative blending storytelling, community, and brand heritage.
adidas has a rich legacy and a global fan base, but milestone moments like a 75th anniversary risk feeling overly nostalgic or self-referential. The challenge was to honor adidas’ past while energizing its future—making the brand feel both timeless and forward-looking, especially for younger audiences.
The concept, titled '75 Years of Heart and Sole', positioned movement as a unifying, global force, a chance to show not only my strategic and visual thinking, but how I translate brand values into multi-layered, emotionally resonant campaigns.
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