A detailed guideline toolkit ensures that local markets can activate the system effectively while staying aligned with the brand's seasonal direction.
Creatively, Badge was built around the idea that sport is not a single story or aesthetic. It’s made of many narratives, ambitions, and identities. The visual concept aimed to reflect this richness, achieving realism through variety, depth, and contrast.
The result is an open, democratic content system that’s modular by design. Visual elements are layered and flexible, allowing markets to scale the campaign up or down depending on their needs. It’s a framework designed for relevance and adaptability, expressing the beautiful complexity of real sport in real life.
Photography: Rory Griffin, Sebastian Lager
Production: About Kokomo
Location: Barcelona