STREETBALL ADIDAS 2019
The Adidas Streetball Challenge was a tournament series from the early 90s that created a major footprint for Adidas in the game of basketball. For the release of the Streetball footwear in 2019 the brand wanted to bring back a new look on Streetball while still having the energy of the original identity. I was able to create the overall identity, product, and environmental design for this retro re-release. I really wanted this identity to feel new and exciting with a lot of the great design elements from the 90s. We started with a new logo that has that iconic 90s oval shape with a new typeface to make it feel modern. This was the baseline for the identity that expanded to partner driven uniforms, environmental tournament build-outs, tournament merch, and a global brand driven launch.
IDENTITY / BRANDING / TYPOGRAPHY / LAYOUT / PRODUCT / CREATIVE DIRECTION
With the product launch came the revival of the Streetball Tournament which was hosted in Los Angles and New York. Retail and community partners were invited to create teams and collaborate on team specific jerseys and merch. I was able to work with Kamp Grizzly to execute the environmental design for both tournament locations. We wanted to let the identity live in an authentic way through posters, custom backboards, custom ball racks, and court decals. The focus here is supposed to be basketball and community so we didn’t want to overwhelm the environment.