2019 FIBA WORLD CUP
Campaign Guidelines / Retail Toolkit Featuring James Harden, The Harden BE3, Pro Bounce 2019 High/Low, and Marquee Boosts
CLIENT: adidas Basketball
AGENCY: Roundhouse
ROLE: Senior Designer
CREATIVE DIRECTION: Mitch Morse
ART DIRECTION: Andrew Langford
ANIMATION: Daniel Moreno
In 2019 the FIBA Basketball World Cup was to be hosted by China for the first time. Scheduled to be played in eight different cities, spread across five provinces, it was a huge intersection of sport and culture for the entire country. adidas Basketball enrolled our help to celebrate this moment and James Harden’s involvement in the tournament with a retail campaign concept and toolkit showing how to implement it across 1000 stores in the APAC Market.
Through artistic craft and inking techniques influenced by eastern traditions, we brought life and personality into the unique design langue that shows up on the FIBA flag as well as in product details. In the end, a delightfully imperfect pattern emerged reflecting the various countries involved in the tournament as well as the effort each team put into getting there.
Secondary graphics were then created by rolling and dribbling an ink-covered basketball on paper to serve as a metaphor for Harden’s aggressive yet hypnotic style of play.
We recreated the supplied vector pattern using heavy ink and scanned it back in to give the pattern a hand-crafted look and feel that was in line with adidas brand standards.
MOVING CONTENT
In addition to the above retail toolkit, we built animated videos using the same textures and graphics to create hype around the footwear drops on social media channels.