SS20_summer ideas

SPRING SUMMER 20 core sport inspired july 2018

introducing

FREE STYLE

SPRING SUMMER 20

INTRODUCTION

a year of sport.

/Consumer obsessed /Value minded /Culture and attitude of Sport /Core sport inspired

To d a y ’s g e n e r a t i o n i s n o t a f r a i d t o t r y o u t n e w t h i n g s w i t h e n t h o u s i a s m a n d c r e a t i v i t y. T h e y o u n g crowd is seeking for newness and freedom.

C o n c e p t s o f a g e , g e n d e r, s e x a n d i d e n t i t y a r e reconsidered to create a new state of mind, led by this new generation. “ To m o r r o w c o m e s To d a y ” a n d t o d a y c h a l l e n g e s boundaries. We are reinterpreting the present by blurring the limits, breaking the expectable, opening new doors, mixing codes and giving to the sports world a new heritage.

F o l l o w i n g t h i s c h a n g e , O l y m p i c G a m e s i n To k y o 2 0 2 0 will welcome sports such as skateboarding, surfing and climbing to be part of the official competition.

O u r s o c i e t y, f o r t e o f s p o r t s , i s s h i n i n g t h r o u g h icons and codes.Among urban football, city running, the Street had strong and rising influence on sport.

T h e s p o r t c u l t u r e i s t h e N O W. Yo u t h i s c h o o s i n g a n d c r e a t i n g i t s o w n p l a y g r o u n d .

Performance and lifestyle are no longer separate.

We rethink how we move across borders to create a new sports culture, allowing us to transcend the established, to cherish individuality and move forward into the future.

age 22

girls

TA R G E T C O N S U M E R

Consumer obsessed

profile G e n e r a t i o n - Y. The consumer is driving the game on social medias, events and magazines Yo u n g g e n e r a t i o n i s s e e k i n g f o r c o o l a n d affordable products, outďŹ t-driven range w i t h a t r u l y c o m p r e h e n s i v e p r o d u c t o f f e r, fashionable - Easy to understand look Fresh and modern wardrobe for young crowd - Casual girls wearing eye catching d e t a i l s - N e w k i d s i n t o w n , s t y l i s h , s p o r t y, e d g y, e n t h u s i a s t i c , e n e r g e t i c a n d f e m i n i n .

FREE FREESTYLE

Colors

D E S I G N E X P L O R AT I O N

MOOD

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ing Movment protection Lifestyle

D E S I G N E X P L O R AT I O N

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FOCUS on JOINS and A R T I C U A LT I O N PA R T S

eye GRAPHICS catching

LINE UP

LINE UP

DESIGN BREAK DOWN

2

MOOD

SURFING

ing

BLOCKING CONTURING RUBBERIZED NEOPRENE MESH

zig- zag top stitching contrasted color

D E S I G N E X P L O R AT I O N iridescent

Embossed badge

Bold Graphic language

weaving drawcord

Water r e fl e c t i o n

stripes mesh

color spectrum

eye GRAPHICS catching

D E S I G N E X P L O R AT I O N

adidas

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DESIGN BREAK DOWN

DESIGN BREAK DOWN

DEVELOPMENT

RIB 2x2 2.5 cm

Back neck tape DTM rib 6cm

RELAX FIT

21cm

9cm

Adidas artwork

12cm

7cm

20 Detail construction shoulder/nech line 2N topstitching (0,3cm )

3 stripes at elbow level

82 cm

equally spaced (follow adidas guidlines)

RIB 2x2 6cm 2NStitching 2cm signle fold

LET ’S KEEP IN TOUCH