Real squad leaders don’t flaunt, brag or boast. Instead they are quietly self-assured while still radiating inspirational energy. True confidence comes from within, from being in tune with yourself and your surroundings. With the The Comfort Of Confidence ASICS honours the confidence to follow your own path and GEL-QUANTUM is there along every step of the way, providing comfort and style throughout the day. Like Friends asked us to join forces with Ronin to visualize the gel quantum.
The Gel can handle every impact in any surrounding. In every situation it provides maximum comfort. We closely recreated the shoe’s design and made sure its impact on different surfaces would be noticeable in our simulations.
We used gravel and concrete in the surroundings to match with the accompanying Urban poster campaign.
Before we came up to the straight gel sole we explored a plethora of different ways to show impact. We did some brainstorms about how the gel should feel and what kind of impact it would be leaving behind in the surroundings. On the left are some visual experiments of that design stage.
We felt that we could do something cool with a more abstract approach. How would the gel react in a universe where all the materials come together and react to each other? – Unfortunately, this was not the direction that the client could use to show the impact alongside their poster campaign. But it would be a shame to not show these beautiful concepts. 😉
The Adidas Gel-Quantum experts: