The assignment was to create an ownable method of honoring the athletes that represent adidas sport.
We set out to develop a replicable style of mixing graphics & photography that was immediately recognizable and bold. Inspiration came from the profiles on coins and athlete trading cards. We wanted to capture a reverence for the athlete in their portrait but at the same time keep them undoctored and real. The look needed to feel effortless and human. The supporting background graphics were left flat and minimal for maximum effect. Each background is customized to the athlete, with the graphics being inspired by their country of origin, team uniforms and colors, field of play, or details of the athlete's product branding.
The result was a look that is powerful because it is fresh, direct, and honest. This approach allowed also us to showcase all athletes on the same level, our elite athletes alongside our lesser-known or up-and-coming faces. We are proud of them all and wanted the world to know that each and every adidas athlete is an icon.