As a global leader for sports and fitness equipment, the foundation of adidas‘ Hardware division is to equip all athletes with the ultimate in elite sporting equipment. Striving to consistently produce high performance products, adidas Hardware is focused on facilitating all athletes to achieve their goals, maximise their potential and achieve their “impossible”.
adidas Hardware approached Brandwave to create a series of short films to promote their Training and Recovery ranges. The films needed to have an exciting and aggressive edge to them; endorsing a range of products in a creative style consistent with adidas’ visual guidelines.
The challenge was to produce a series of 15 individual product edits and two overall range edits. The final edits needed to work as a sales tool across B2B and B2C channels and appeal to both subsequent audiences. The final movies would be achieved through creatively managing all aspects of the films from sourcing the location to soundtracks.
In order to create a series of films that reflects the fearless image of adidas, all footage was shot within a live gym. This enabled us to capture the desired creative feel within a genuine training environment.
We liaised with two artists to source two different tracks that complimented the visual style captured during the films. Our choice to use hip-hop as a genre gave the movies a gritty edge – aligning our work with the adidas brand and image.
By capturing a range of exercises per product with the use of male and female models it allowed us to capture all USP’s and functionality available to the athlete, across the training and recovery range.
The full selection of product range films and the two overarching hero edits can be found on our Youtube Channel.