adidas Group – How We Create the New
ADIDAS AG, Herzogenaurach
Strichpunkt Design, Stuttgart/Berlin
“Creating the New” characterises the brand strategy of sporting goods manufacturer adidas until 2020. The maga-zine introduces some of the initiatives in three strategic choices the Group will focus on: Speed, Cities and Open Source. The design draws attention to the aspiration for new, surprising solutions by employing a slanted cut, dynamically shifting blocks of text and by using varied materials. The aesthetically balanced use of bold face type is a prominent feature, which lends the magazine a striking graphic effect.