adidas × HYROX World Cup
Adizero Dropset Pro Campaign
- Campaign
- Digital
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
Lead of two. I led the design as Senior Integrated Designer, with Duncan Holt designing alongside me, across the key visual, master artwork and adaptation for digital, print and social.
Tools
Photoshop, After Effects, InDesign
Collaborators
Duncan Holt, Mid Integrated Designer
The brief
adidas Europe needed the Dropset Pro to land around a live sporting event rather than as a standalone product drop. 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.
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.
Impact
One key visual held from a wide banner to a square post to print, with the shoe and the HYROX lockup intact in every one.
Senior Integrated Designer
Tathagata Sarkar
Brandtech+
Mid Integrated Designer
Duncan Holt
adidas × FIFA World Cup 26 2026 →
