In the late 60s, Adidas’ founder Adi Dassler built a guest house to host business partners, athletes, and their managers. In 1972, after the Munich Olympic Games, his guest house became the Adidas Sport Hotel — primarily a conference hotel, still in family ownership, built for business and play: a place to build relationships in a comfortable and pleasant environment, where both friendships and business deals bloomed.
Teaming up with Clear as Day and EAT*, I was challenged to create a distinguished identity for the Adidas Sport Club at Coachella Valley - a recurring experience that has been taking place in different locations since the 60s. The creative research for this particular project was really broad - I started by gathering any information I could from the original Adidas Sport Hotel and its presence in the ‘72 Olympic Games.
Since the brand should be able to live through music festivals and several other experiences, I first created the logo lockup, which needed to be modern, premium, clean and communicate seamlessly with influencers and creators. The brand application system incorporates the Californian music festival vibe, inspired by mid-century design, making the festival's energy tangible. The end result was a simple, elegant and versatile logo, which could then be used in different environments.
ADIDAS ORIGINALS - SPORT CLUB V1.
STUDIOS Clear as Day + EAT* Creative Studio
ROLE Designer, Concept Creator, Art Director
CREATIVE DIRECTOR Gustavo Bouyrié
STUDIOS Clear as Day + EAT* Creative Studio
ROLE Designer, Concept Creator, Art Director
CREATIVE DIRECTOR Gustavo Bouyrié
VP OF PRODUCTION Gabriel Seibel
ACCOUNT MANAGEMENT Renata Amaral + Luciana Thiesen
STRATEGY Nicholas Schröder
INSTALLATION Alexa Meade
APPAREL Bristol Studio
LOCATION Coachella Valley - CA
ACCOUNT MANAGEMENT Renata Amaral + Luciana Thiesen
STRATEGY Nicholas Schröder
INSTALLATION Alexa Meade
APPAREL Bristol Studio
LOCATION Coachella Valley - CA
YEAR 2019
