In summer 2016, adidas launched their NMD – Past Empowers Future campaign. We were asked by Life Style Sports to collaborate with the German apparel company to develop a series of impactful static images to promote the range on social and in-store. The NMD was born from an audacious combination of shapes, angles, and materials on an iconic colour-blocked foundation. And the apparel that accompanies the shoe is designed for a nomadic lifestyle, inspired by futuristic cityscapes across the world like Tokyo, Toronto and Hong Kong. Collaborating with photographer Leo Byrne and post-production studio Happy Finish, we created a visual environment that combined a vision of the world of tomorrow merged with the harsh industrial reality of the past – representing how adidas approached the design and development of their instantly iconic range of footwear and apparel. We created three executions, featuring three collections of product worn by Irish model Dylan Moran. The campaign proved to be Life Style Sports’ most successful social campaign to date in terms of engagement and adidas Global gave glowing reviews of the executions.
