HYPERSPORT ADIDAS 2021
This collection was briefed falling under the global creative direction of Hyperreal, the blending of reality and non-reality. I wanted to take a similar direction to the literal definition of Hyperreal but flip it to Hypersport, the blending of sport and culture. For the FW 2021 season we took these two aspects of Hypersport and looked at the blend of Football and Music, specifically House and Acid. Football and electronic music have always merged together in the lifestyle world, seeing kids from the early days of Acid wearing Football kits to club hairstyles making their way onto the pitch. I really wanted to celebrate Adidas and their deep history in this sector and bring it into a modern light. You will see all of this come to life through expressive graphics, posters, and patterns.