adizero

When tasked with developing a refreshed identity to mark the tenth anniversary of adidas’ adizero franchise, it was clear that a bold yet considered approach was needed.

We began by honouring the work of Mr. Toshiaki Omori, the renowned Japanese footwear designer behind the original silhouette. From there, the team traced the evolution of the shoe’s influence over the past decade.

What we uncovered was unexpected. While adizero had been born from distance running, its cultural footprint had shifted. We found its strongest following not on the track, but on the gridiron — particularly within the world of Texas high school football.

Here, the adizero had earned an almost unmatched reverence. It became the foundation for a visual and strategic narrative that celebrated this surprising shift, while staying true to the original design philosophy of minimalism, speed, and lightness.