Starting in 2017 adidas decided to change the way they addressed their young athlete stores across the globe. To help create a unified system of campaigns, we at Fiction strategized an approach which would cover most of any given store’s annual campaign needs. To accomplish this goal we created a system which blended campaign photography with evergreen/reusable graphics. The result was over 25 separate campaign toolkits, each with a unique customer journey and strategy.

Since these campaigns all launched in quick succession we planned each step of the journey as well as the assets and photography needs before we even had a photoshoot. Once we did begin to create actual deliverables it was a delicate balance to coordinate so many campaigns and their overlapping schedules simultaneously. The project was such a success that we continue to be adidas's international young athlete's coordinating agency and continue to work with them to evolve, simplify and elevate their young athlete store experiences.