adidas Boost re-brand

When adidas first introduced Boost in 2013, the reaction was mixed. The cushioning looked unusual, and many assumed it was more gimmick than game changer. But over time, the comfort and energy return proved impossible to ignore and athletes and sneaker enthusiasts alike couldn’t get enough of it.

When the brand asked our team to reintroduce Boost to the world through a global campaign, we knew the work had to match the product’s promise — to express energy in ways that felt both fresh and immediate. Our research also revealed that most consumers didn’t realise the distinctive texture of the material came from hundreds of fused energy pellets, so education became part of the creative task.

The campaign launched alongside the UltraBoost 19 and introduced an evolved wordmark and a complete brand toolkit for use across every touchpoint — a considered refresh for a technology that had already reshaped how the world thought about comfort and performance.

Retail Design Partners: Roundhouse

Creative Director: Eric Vellozzi

Animation: Zolloc,

UltraBoost19 Illustrations: Corbs

Design Team: Ed Baigrie, Matt Locascio, Chris Erickson

Retail Video Production + Edit: Brian Brezinski