adidas × HYROX World Cup
Adizero Dropset Pro Campaign
A launch campaign for the Adizero Dropset Pro, built around adidas' partnership with the HYROX World Cup. A training shoe has to earn credibility with people who will see it on the floor of an actual race, so the work had to read as competition kit, not lifestyle.
Client
adidas Europe
My role
Integrated Designer, responsible for key visual build, master artwork and adaptation across digital, print and social.
Tools
Photoshop, After Effects, InDesign
Collaborators
Duncan Holt
Source
02: The brief
adidas Europe needed the Dropset Pro to land around a live sporting event rather than as a standalone product drop. That changes the job. The campaign sits next to competition footage and event branding, so anything that looks art-directed for a lookbook reads as borrowed.
The constraint was spread. One key visual had to survive from a wide digital banner down to a 1:1 social frame and back up to print, without losing either the product or the HYROX lockup.
03: Approach
Fix the product and the lockup, let everything else move. The crop logic is built around the shoe rather than the frame, so a resize repositions the background instead of shrinking the subject. The animated cuts carry the same crop rule as the statics, so a banner and a press ad read as one campaign rather than two interpretations of it.
04: Impact
The campaign had to sit beside live competition footage and event branding without looking borrowed from a lookbook. Fixing the product and the HYROX lockup, and letting the background move instead, meant a wide digital banner, a 1:1 social frame and a press ad all read as one campaign rather than three interpretations of it.
Senior Integrated Designer
Tathagata Sarkar
Oliver+ / Brandtech Plus
Mid Integrated Designer
Duncan Holt
adidas × FIFA World Cup 26 TS_108 · 2026 →