Crazy Isn’t Humble
adidas Originals

Season II ︎ 2018

Crazy is the bold and unconventional silhouette that saw basketball players reinvent the game.

The basketball shoe kicked off the court for being too bold in the 90s returns with a new design for today. This year, we're not only reintroducing this audacious icon, we're staging a hostile takeover with it.

Inspired by the unapologetic boldness of the shoe itself, our campaign addresses the notion of humility. Humility will get you nowhere. It tells you to stand still. To stop creating. To accept the way things are and be happy about it.

Being humble is being content, and not pushing creativity forward.

In this campaign, we celebrate what happens when people who refuse to be humble come together. We relaunch the franchise with the “Crazy isn’t humble” campaign, featuring modern creators, to establish its bold, unapologetic attitude.


Alexander Wang
adidas Originals

Season II ︎ 2017

In recent years, the biggest global brands have been fighting over the most exciting fashion names to collaborate with. Despite the amount of creativity involved in making exceptional product, the collections are always sold the same way: With people forming a long line in front of the same store.

To subvert such a fraught convention, we asked: What if we transformed this intense moment of connection between a brand and its audience into an opportunity for immersive storytelling?

The collection referenced NYC rave culture and bike culture, both of which are deeply connected to the illicit dealers of NYC. Inspired by the collision of these two worlds, we adopted the distribution methods of NYC dealers to launch the collection. Hacking the rigid retail formula, we turned the streets of NYC into a very subersive store.


adidas Originals

Season I ︎ 2017

adidas Originals is bringing back its most iconic apparel franchise, adicolor, for SS18. A symbol of sports and street culture, the series debuted in the ’70s, now is celebrating color for a new generation.

Like every icon, has the confidence to poke fun at itself, adicolor transcends cultures and eras to redefine itself in always new contexts. Always taking color seriously, and taking itself less seriously.

Some People think I’m a Shoe
adidas Originals 

Book ︎ 2018

Stan Smith's name has become so iconic, some people only know it as the signature adidas sneaker - and Stan is very aware of that.
In a cheeky homage to his namesake shoe's timeless reputation, we released a book with Rizolli that merges a variety of stories about the former champion tennis player, Stan the person and the iconic shoe.