VARSITY PROJECT | ADIDAS CREATIVE DIRECTION

FOR THE UPCOMING YEAR, THE CREATIVE DIRECTION TEAM BASED IN GERMANY APPROACHED THE NORTH AMERICAN TEAM TO WORK ON A SERIES OF VARSITY JACKETS TO HELP SUPPORT BRAND DIRECTION FOR THEIR YEARLY EXHIBITION. THE BRIEF WAS TO CREATE THREE JACKETS- ONE FOR EACH OF THE BRANDS DESIGN PILLARS SPANNING ACROSS ADIDAS SPORTSWEAR, ORIGINALS AND TERREX (OUTDOOR). I LED COLLABORATION ACROSS APPAREL, GRAPHICS, THE CD TEAM, AND THE TEAM AT SETTLEMEIRS JACKETS. SETTLEMEIRS IS KNOWN WORLD WIDE FOR THEIR AUTHENTIC VARSITY JACKETS THAT CAN BE SEEN IN LOCAL HIGH SCHOOLS TO THE RUNWAYS. I BUILT OUT A LARGE MIRO BOARD TO HELP COLLABORATE ACROSS TIMEZONES AND TEAMS. DUE TO THE TIGHT TURN AROUND TIME I WORKED VERY CLOSE WITH SETTLEMEIRS, WORKING WITH THEM IN THEIR STUDIO ON MODIFIED FITS, CONSTRUCTION DETAILS, AND PATCH EXECUTION. WE HAND APPLIED (MYSELF AND AN ASSISTANT) OVER 4000 SWAROVSKI CRYSTALS TO A GIANT TREFOIL APPLIQUE. THE END RESULT WAS THREE VERY UNIQUE JACKETS THAT WERE SHOWCASED IN FRONT OF THE ENTIRE BRAND AT THE SEASONAL KICK-OFF.