ABOUT

How do you follow the success of London 2012? As the official kit provider to Team GB for Rio 2016, adidas and Stella McCartney were challenged to make the nation care about what athletes were wearing 5,000 miles away from home.

How we did it? We created a bold, distinctive visual identity to show the athletes in a way they’d never been seen before. We took inspiration by the kit’s iconic Coat of Arms design, and added 21st Century attitude, creating an impactful punk theme that celebrated the brand’s 'creator' mindset. This provided a central creative for every athlete’s content throughout the four month campaign. "When a traditional icon meets a 21st Century attitude".

The collection of images was released to mark ‘100 days to go’ before Rio and dominated front, back and homepages along with key broadcast outlets. The creative was used in-store, online, OOH, across athlete and brand social channels and the unique assets became the media’s ‘go-to’ shots of the athletes for the duration of the Games.

More than 500 pieces of coverage and 5.3bn impressions later, 93% of kit sold out, and like Team GB, adidas won Gold.