Design & Art Direction – Adidas Brand Design Team
Creative Direction – José Cabaço
Photography – Christopher Anderson

Adidas ///
Creative Direction 2024

In 2022, following Alasdhair Willis’s appointment as Creative Director at Adidas, our team was given the challenge of shaping the brand’s new visual expression for 2024. This initiative was driven by the need to restore confidence in the brand and establish a bold identity. Our approach began with defining a set of creative principles that served as the foundation for reimagining every aspect of the brand’s visual language—from photography to design elements. Spanning multiple categories, including Sport Performance, Sportswear, and Originals, the project encompassed everything from leading photoshoots to refining the visual direction that would become the identity that defines Adidas today.

Maria Giulia Giorgiani Art Director

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Maria Giulia Giorgiani
Art Director