For this project, I wanted to focus on revitalizing a legacy brand, combining my interest in brand positioning and soccer. It's the year 2042. Excitement about space travel in conjunction spiking tech. advancement causes a consumer shift back towards performance goods: This allows for Adidas to advance and bring sports to new frontiers: the next generation of athletes allows for sports to be played in unlikely places. This "sports without borders" mentality paves the way for a paradigm shift about how we think about sports and how we value the spaces that allow for these sports to happen in our everyday lives.
The plan is to leverage the Futurecraft technology, applying it to a new generation of sports performance products, designed around the idea of "terraforming" as a way of adaptation and evolution in order to attract a consumer base back into the retail spaces.