adidasventure
This brief, set by Adidas as part of the D&AD Awards, is about creating an adidas experience, product, service or campaign that tackles a problem faced by 17-25 year olds living in a 21st century city. My response was to tackle the isolation that can come from having the ability to travel and work all over the world, and the role language can play in overcoming that feeling.
Outdoor Print
A series of invitations from local teams, groups and events to visitors of the city. Located in airports, train stations and bus shelters servicing major travel points of the city. Copy in the different languages of other key adidas cities. Using imagery created by the real locals hosting activities.
As A Visitor
Log on and find local facilities, teams, training partners and more, wherever you are. Immerse yourself in the culture by playing and training with local people. Learn a new language and find people that speak yours.
As A Resident
Post your event, team or activity and find people who share your passion for your sport. Never be a player short or missing a training partner again. Practice your language skills and learn a new one.
Insight
As our cities and transport have developed, 17 to 25 year olds have gained the freedom to roam and work where they please. Whether they're grabbing cheap flights for the weekend, taking a short term role in a new city or travelling indefinitely; they find themselves in the unknown. As a result, they often don't have anywhere to train, know anyone with a team to join or are aware of what's available to them when they're on the go.
Language
In addition to their unfamiliar surroundings, young people travelling the adidas key cities may find themselves ever more isolated due to an inability to communicate. Immersion in a different language through sport is an innovative way to help people better their lives. By connecting those willing to help with those willing to learn, a strong community based on inclusivity and a passion for sport can be formed.
Adidasventure is designed to bring people together through sport and language. Residents post their activities and visitors can turn and join in. Activities will be clearly labelled with the languages spoken, the level of exercise, the sport and sub-sport information. A simple news feed for updates, an easy to use map for navigation and an editable profile help to connect people build a community.