— PROJECT NAME

ADIDAS CYCLING X

2022 FOOTBALL WORLD CUP

— ROLE

Creative Direction

Graphic Design

Color Design/Approach

Storytelling

— DATE

F/W 2022

To pay homage to the sport of Football, the design for these cycling kits were inspired by the design language used for the kits that the qualifying football teams would adorn in the 2022 World Cup in Qatar.

To appropriate the language over to the sport of cycling however, the graphic is a direct nod to a multi-faceted look into “motion” within the sport of cycling. The blur of the graphic references the speed of the sport while the graph based look gives insight into modern day cycling apps and how motion, cadence, and speed data is visualized. Lastly, the placement of the aesthetic on the garment is a visual queue to the relationship between the environment one rides upon and how the motion of the wheels can aesthetically adorn the back of ones jersey with elements like rain and mud from the tarmac.