adidas Primeknit

Primeknit is a digitally knitted, one-piece upper that gives footwear and apparel a lightweight, breathable, almost sock-like feel. Lovely stuff, really. The only issue was that people thought it might be too nice — more suited to a night out than a proper workout.

So we decided not to fight that perception, but to play with it. The team created a short film that lived in the overlap between sport and nightlife, celebrating movement through the lens of voguing — that brilliant mix of athleticism, rhythm, and attitude.

On a modest budget, we worked with local performers who helped choreograph a piece that felt raw, stylish, and unexpected — a reminder that performance can happen anywhere, and that Primeknit belongs wherever people move.

Alongside the film work, we partnered with the product innovation team to develop a branding solution that complemented the unique manufacturing process of Primeknit. The goal was simple — create an integrated mark that felt part of the material itself, maintaining clarity and legibility at small scales across a wide range of knit patterns. A small detail, perhaps, but one that helped the product feel considered from every angle.

Videography + Edit by Matt Taylor

Created in collaboration with Britnee Gregory , Ed Baigrie