AVENUE A by adidas

An intersection of fitness and fashion.

adidas wanted to re-establish its notoriety with women runners across North America in a saturated category already dominated by Nike and Under Armour.

Enter Avenue A — a quarterly women-only subscription service that offers a curated box containing premium running and training products. Product name and identity for the brand were created to support highly polished content that positioned influencers as relatable but inspiring Curators.

Identity Design

Geometrically, the triangle in the Avenue A identity is reminiscent of the Adidas Performance identity without recreating the same shape. It features a wider base and a shorter height. This creates a strong yet subtle visual association between the two logos.

The visual relationship of the thickness of the stroke and the negative space between them mimics the weight relationship in the master brand.

Subscription Box Packaging

Unique designs inspired by the Avenue A Curators

For every new box, each Curator brings her own perspective, forging a fresh Avenue A edition as distinctive as herself. Once she makes her product selections, we craft original packaging artwork that lets that Curator’s personality and style shine through. Subscribers receive an enigmatic black box that bursts open with the colours, patterns, textures and freshness each Curator brings.

#adidasAvenueA Community

Beyond liking and sharing our curator’s posts, subscribers made Avenue A their own. They hung our packaging on their walls, shared unboxing videos, and rocked Avenue A gear in their selfies.

AVENUE A Website

Avenue A is about perception and reality, and how changing your mindset can transform how you see your world.

The fantastic, unexpected world of Avenue A began the site experience. A Hero Video revealed a city re-envisioned through the Avenue A lens. The video was accompanied by a hauntingly beautiful, original song we commissioned, giving Avenue A another tailor-made, creative layer.

Inspiration was designed into the purchase path, too. Avenue A’s fluid eCommerce experience is really an ongoing loyalty platform, balancing inspiration and aspiration to generate sales, with motivational design helping optimize the consumer path to purchase.

Curator Videos

Across social media channels, a unique stream of content amplifies the connection between Curator and customer. Intimate Influencer videos offer users both a sneak peek of what’s in the upcoming box and our Curator’s perspective on well-being and working out, creating meaningful connections with fans.

Meet the Curator

This video introduces the Curator and their particular take on fashion, fitness and personal expression.

Sneak Peek

This video features our Curator showing off a specific and / or exclusive item that they chose for their Avenue A box.

Unboxing

This video shows the current Curator looking through items from the previous Avenue A box, and commenting on (and complimenting) each item the previous Curator chose.

Credits

I was responsible for creative direction and development of the original concept of Avenue A through every stage of execution. I developed the brand identity, art-directed (and illustrated) original pattern artwork, redesigned the website experience based on each curator, and produced social content and eCRM. Moreover, I was heavily involved in concept development, preproduction and on-site creative direction of curator videos, product images, and curator photoshoots.

AVENUE A CREATIVE TEAM

Agency: Mirum // Executive Creative Director: Jon Finkelstein // Associate Creative Directors: Oleksandra Korobova, Scott Gray // Art Direction & Design: Oleksandra Korobova, Annasara Geva, Thibaud Marque // Copywriting: Scott Gray, Michelle Cantin-Reid // Packaging Design & Illustration: Silvia Stella Osella, Oleksandra Korobova // Photography: Emily Winiker, Andrew Day, Clifford Pickett, Ian McCalpin, Oleksandra Korobova // Video Production: Scheme Engine, Collider Films, Jorge Arzac Films