Let's connect one of our new pillars: OPEN SOURCE to create a Training Apparel project that is designed with the specific traits of Brazilian apparel.
The order of operations will adapt to simultaneous tracks where apparel and graphic creations in order to have the production. The quality of these products should raise from Better to Best.
OBJECTIVES & GOALS
IDENTITY AND STORYTELLING
During the 2016 Olympics in Rio 2016, we need to connect with the Local consumer without addressing the event, since we are not the Official Sponsor.
Our story is truly Brazilian, done in partnership with local Graphic Creators. Plural and addressing the Fauna and Flora of the Country reflecting international trends and the rising interest in Brazil.
Besides the internal shifts in manufacture. The departments of distribution and communication were awed to the point of tripling the budget for communication.
The Concept to Consumer department in Argentina played a major role with communications launching the collection with an event in the rooftop of WEWORK Buenos Aires. Brazil invested in the visual campaign and animations as well as the connection with local influencers.
Adidas Training BU
Open Source Project
- Selection of artists, brief development and support in the process of the creation of the prints
- Liaison with cross function team, adaptation of calendars and structure for dual sourcing
- Apparel design
Pedro Veneziano - BR