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 has an opportunity to do something no other sports brand has done before and speak to a new audience by tapping into alternative subcultures globally. By creating the ‘Church of Alternative Sport’ we provide these sub-cultures an inclusive environment where they can ‘exercise their demons’.
execution
To reach alternative subcultures we would launch a unique brand identity and sportswear line that caters to their individuality.
The brand will be unveiled at an in-store concert, leveraging the target audience's affinity for music. By embracing their unique identity and preferences beyond traditional sports, adidas aims to broaden its customer base and connect with new loyal fans.
