How far would you go?

The answer: the International Space Station

With GOODBYE GRAVITY, we launched boost into space. Literally. Ultraboost 20 became the symbol of a first-of-its-kind, long-term partnership between adidas and the International Space Station National Lab, resulting in the shoes, and boost testing materials being sent to space on CRS-20, delivered by Space X. GOODBYE GRAVITY as a concept perfectly flexed between the partnership (literally sending boost to space) and product (energy return tackles running’s the biggest enemy, gravity). Created a robust ecosystem of over 100 pieces, everything from big partnership storytelling to hard-working product feature comms. All of which looked pretty out-of-this-world.

role: Creative direction