Adidas * Church of Alternative
Client
Adidas
My Role
Strategy Art Direction Event Branding
Collaborators
Tom Gregory Jess Stapleton Ayah Darwich
Date
2023
For those deeply embedded in alternative subcultures, sports and fitness aren't just activities; they're extensions of identity. There's a profound yearning to merge personal identity with athletic expression, seamlessly uniting the worlds of alternative style and athleticism. Enter "Church of Alternative" by Adidas—a movement, clothing line, and event spearheaded to blend the worlds of alternative subcultures with sports and fitness.
'Church of Alternative' makes its entrance with a series of intriguing social media teasers, capturing imaginations and setting the stage for the main act—a specialized clothing line. A sportswear line that isn't just inspired by alternative subcultures, but crafted for them, integrating the unmistakable flair of gothic, punk, and grunge.
To introduce the line, Adidas stores embrace the "Church of Alternative" ethos. The ground floor pulses with live music, uniting those who embrace alternative subcultures. Upstairs, a lounge showcasing the clothing collection, letting guests explore and engage with the range at their own pace. With "Church of Alternative," Adidas doesn't merely introduce a line; they ignite a movement. By acknowledging the myriad expressions of alternative subcultures, they reimagine the sportswear's landscape, solidifying their stance as a brand that champions diversity in sports and in spirit.
