adidas Originals‘ latest footwear project, Never Made, seeks to unleash the creativity and imagination of adidas’ design teams by reimagining archival adidas silhouettes atop pioneering new tooling options.
Featuring eight distinct silhouettes, the newest adidas Originals footwear concept provides a window into the brand’s design process. Tapping into three key decades of adidas archival design – the 70’s, 80’s, and 90’s – the collection explores the intersection of past and future, reinventing iconic silhouettes through the lens of the brand’s most innovative products.
The collection was exclusively unveiled at Hypebeast's HypeFest. In addition to the launch of Never Made silhouettes, custom sneaker creators created bespoke adidas styles within the brand’s The Cobbler Shop. adidas also presented its Maker Lab, where attendees could experiment with creating their own Never Made styles as well as take advantage of sketching sessions to show off their design skills.
I was asked by adidas to create a series of supporting illustrations, to help explain the Never Made concept. My deconstructed, construction-diagram-like assets, were then used on exclusive customisable merchandise at the HypeFest event, as well as other communications of the Never Made project.