Challenge
People within alternative subcultures want clothing that reflects their identity, but sportswear brands have neglected them.
adidas
Branding,Experential
Team: Sammara Woolrich, Jess Stapleton, Ayah Darwich, Tom Gregory
Retouching, Illustration, Ideation, Graphic Design, Copywriting
church of alternative SPORT
Idea
Adidas had an opportunity to reach an entirely new audience by embracing alternative subcultures. The Church of Alternative Sport gives these communities an inclusive space to exercise their demons, on their own terms.
execution
A distinct brand identity and sportswear line built around the aesthetics and values of alternative culture, launched at an in-store concert to connect with the audience through music as well as sport.
