ADIDAS RUNNING: ALPHABOUNCE
LAUNCHING A NEW WAVE OF SPORT PERFORMANCE
In 2016, we partnered with adidas to introduce AlphaBOUNCE to the market as the first adidas running shoe to exist at the intersection of sport and culture.
Through a series of dynamic campaigns, we collaboratively expanded the consumer’s interest in running past its traditional demographic. Our team established the AlphaBOUNCE as a shoe not just for runners, but for athletes who need to run to train, employing a more training-lifestyle-driven approach to its imaging, strategy, and promotion.
American Football wide receiver DeAndre Hopkins fronted the inaugural AlphaBOUNCE campaign introducing this new member to the adidas Running family. Communication touchpoints attracted consumers with the concept of “flow state”, positioning AlphaBOUNCE as the footwear that enables the athlete to reach a zone where confidence, determination and clarity flow as one — creating a sense of limitless performance.
With the opportunity to work directly with adidas’ product design team to create the identity for a brand-new shoe franchise we jumped at the opportunity to develop the sharpest product positioning for a shoe franchise that adidas Running had ever seen.
SS17: ALPHABOUNCE ARAMIS 2.0
Gil Scott Heron's legendary track “Running" became the anthem for AlphaBOUNCE’s second act, bringing the story of limitless performance to a wider reach of athletes who run to dominate their sport. This curation of cross-category adidas athletes included: Carlos Correa, Justise Winslow, Moriah Jefferson, and Marcus Peters.
The mantra “Don’t Call Me a Runner” lead us into the world of imagining athletes running in and around their zones of sport, where lines of sport provided a graphic thread throughout our films and corresponding photography.
SS18: ALPHABOUNCE BEYOND - RUN THE GAME
Run the Game reinforced AlphaBOUNCE as the game-changing running shoe designed to give athletes the edge they need to control their field of play. This expansive globetrotting effort captured adidas athletes on their respective fields of play across the globe.
Athletes included Gareth Bale (Madrid, Spain), Damian Lillard (Portland, OR), Caroline Wozniacki (New Orleans, LA), Beauden Barrett (London, UK), Florencia Galarza (Portland, OR), James Harden (Houston, TX), Landon Collins (New York, NY), Ning Zetao (Bejing, China).
Instinct brought the rapidly growing franchise into the future to tell a dynamic story. The campaign highlights AlphaBOUNCE’s latest torsion tech system’s many benefits in reaching “flow” state; a realm of determination an athlete channels in moments of seemingly effortless domination.
CREATIVE CONCEPT / CONTENT CREATION / DESIGN / SPATIAL DESIGN / MOTION DESIGN / 3D DESIGN / PROJECT MANAGEMENT / PRODUCTION
Creative Agency: KAMP
Photography: Marcus Smith, Kennett Mohrman, Corey Rood, Anthony Blasko, Zach Lewis, Neil Dacosta, Jon Humphries, Kyle Hannon, Adam Levey
Directors: Michael Johnson, Daniel Portrait, Aaron James
Music: Singing Serpent, Gil Scott Heron