Following the momentum of adidas’ 2020 brand direction, we took a measured approach — building on what resonated, and refining where it felt right to evolve.

Rooted in the idea of rebellious optimism, CD2021 became a clear, usable narrative framework — a creative north star for teams across the brand to build consistently compelling work from. From storytelling frameworks to updated typographic standards, the work was built to inspire, inform and imagine the next chapter of the adidas brand.