Winter is coming, and so are the seasonal training products from adidas. For the FW/13 collection, the global adidas training division asked us to do a follow-up on our SS/13 All Fit Box. Having to top that project up this time around, we rolled the dice and bet it all on black. We wanted to encourage the adidas core athletes to continue being “on top of their game”, so we gave them the “All Fit to Your Game” box. We decided that we wanted to stick with the box concept (you don’t switch team when it’s winning) so we came up with a box inspired by traditional tabletop, card & dice games that comes in slick black & white and has a bit of a “twist.”
Many athletes are quite superstitious (David Beckham can only have items in even numbers in the fridge; Dwight Howard hits the restroom before each game) therefore the design uses good luck and bad luck numbers, with an ironic touch when it comes to luck. Superstitions aside, all great athletes know that hard work is all it takes to stay at the top of their game.
And for us too it wasn’t all just good fun and games when we were coming up with the concept: we felt that traditional board games were a good blueprint, but that we needed something more. We squeezed our brains once again and came up with a pretty stellar board game complete with training instructions, a full deck of cards with the athletes as jokers, and we threw in a pair of dices for good measure. Game on Messi!
Top view of closed box
Top view of box - all athletes got their name and the outlines of their discipline field printed on the top cover
Backside of playing cards - field and court lines from all 4 disciplines relating to the athletes
Detail of playing cards - numbered cards hold a quote related to number and all athletes got a personalized joker
The rules of the game and table of content
Game board containing product descriptions and a small game of 'warm up' - exercises
Detail of game board