ADIDAS : HOME OF SPORT
BRANDING. TYPEFACE. RETAIL DESIGN
MADE W/ GOOD MORNINGThe design system, rooted in Adidas’ belief in inclusion and fluidity, began as a modular typeface that celebrated diversity through variation. Each letterform was crafted with multiple interchangeable components, allowing for endless combinations that reflected the fluidity of identity and movement. This adaptable typographic approach extended beyond graphic design, influencing the architectural rhythm of in-store structures, the tactile quality of surface materials, and wayfinding systems. The result was a cohesive yet ever-evolving brand expression—one that embraced change, celebrated individuality, and translated adidas’ inclusive ethos into every physical and experiential touchpoint.