adizero Crazy Light
_adidas Footwear Campaign
adizero Crazy Light was the lightest basketball shoe ever made, weighing only 9.8 oz. When launching this innovative basketball shoe, we embraced a “less is more” mindset as our guiding creative principle. Weaving together creative direction and product strategy, we delivered a concept showcasing lightweight through a premium lens.
As the adizero Crazy Light basketball campaign gathered internal momentum, we were asked to scale the concept for a cross-category global campaign. We executed "Light You Up" footwear and athlete concepts for multiple adizero franchises.
