Our friends over at the global adidas Training division came to us with an assignment that really asked us to think outside the box for a project that was quite different from our usual digital work. The goal was to have the brand’s core athletes know and be familiar with their seasonal training products. The fine people at adidas developed and created these products to fit all their top athletes around the globe. We started thinking, no one knows these athletes better than adidas, and they sure know how to keep track of them...we’re talking measurements, replicas of hands and feet, games played, championships, and amount of medals won; a pile of info that would freak anybody out. Well, our team, decided to do it differently and we began to think “inside the box” and with all those parameters in mind we created a 150cm long, 80 cm wide, and 30 cm high black wooden box – the All Fit-Box. See, we said this was unusual for us…but not impossible!
So what’s this box all about? Each athlete gets a custom-made one where every detail and product explains how it fits the athlete's body and needs. The athletes where presented with a transparent lucite display showing multiple info graphics based on their metrics and the adidas products that best suit their needs. Each product was accurately placed inside the box, as was each piece of relevant information, making it a true-match and the perfect fit for the athlete who received it.
Exterior view of personalized box for NBA all star Dwight Howard
3 out of our 26 all fit boxes - these went to Dwight Howard, David Beckham & Sally Pearson
Box open with infographic transparent lucite display - each display custom made for each athlete
Detail of infographic transparent lucite display
Angled shot of open box product layout and display
Top view of box with product layout and transparent display on top
Adidas performance branding