Strategy, concept and design for adidas that put storytelling first, with bespoke online and offline experiences under the Journeys banner.
The interactive Journeys experience allowed bike enthusiasts to embark on a breathtaking tour of Italy's Südtirol through the eyes of eight different cyclists from around Europe. The website showcases detailed information on each rider and each leg of the route, with glorious photos of all the peaks and valleys.
A rich interactive platform that documents the riders, the route, and the race in real time, blending editorial depth with an intuitive digital journey.
With Friends of Friends, editorial video portraits of selected adidas riders and the people they met along the route, plus personal photos and reflections collected into an online diary and lookbook. The films were made in partnership with Südtirol.
One portrait follows Berlin photographer and Journeys team member David Fischer, who got his start shooting friends at bike races.
Sport as a story worth following.
The brief from adidas went beyond the product campaign: a digital experience that told the personal stories behind the brand's global community of athletes, creatives, and culture-shapers.
Adidas Journeys was an interactive storytelling platform: long-form editorial, documentary photography, and an interface designed to draw people deeper into each story. A different adidas to the one you see in broadcast.