![](https://cdn.prod.website-files.com/65b2940376948b9689ece979/660459afcfb8cd86af44c294_adidas_2_.webp)
Services
Art Direction
Brand Identity
Guidelines
Credits
Azelle Rose Harris, MAIA.Agency
adidas Originals’ three biggest franchises (Stan Smith, NMD and Superstar) were overlapping in positioning, losing ground to competitors, and internally misunderstood aesthetically. With the team at MAIA, we developed creative campaign concepts, evergreen creative guidelines, and shooting guidelines to ensure consistency of execution at every touchpoint, from retail, to activations, to digital, to app.
![](https://cdn.prod.website-files.com/65b2940376948b9689ece979/65b93f0d689058a1dc6dbc42_adidas_3.webp)
![](https://cdn.prod.website-files.com/65b2940376948b9689ece979/65bba024276a7307c656a8ab_adidas_1_1.webp)
![](https://cdn.prod.website-files.com/65b2940376948b9689ece979/66041d7ed333c7661bbc31e5_adidas---8.gif)
![](https://cdn.prod.website-files.com/65b2940376948b9689ece979/6603f502639a98fbb164d226_adidas---5.gif)
![](https://cdn.prod.website-files.com/65b2940376948b9689ece979/65b93f18a5d69ae78f2e646f_adidas_6.webp)
![](https://cdn.prod.website-files.com/65b2940376948b9689ece979/65b93f1a1c54d2044c22c1cd_adidas_7.webp)
![](https://cdn.prod.website-files.com/65b2940376948b9689ece979/65b93f12e7f39c7d86fc47a3_adidas_4.webp)
![](https://cdn.prod.website-files.com/65b2940376948b9689ece979/65b93f20932a25ff25f2a036_adidas_9.webp)