AlphaBounce, the first Adidas running shoe to exist at the intersection of sport and culture.

—2017 to 2018

Adidas 

 —Disciplines

Responsive Web, Digital Campaign, Marcom Design

AlphaBounce is a shoe not just for runners, but for athletes who need to run to train, employing a more training-lifestyle-driven spirit. The concept of “flow state”, positioning AlphaBounce as the footwear that enables the athlete to reach a zone where confidence, determination and clarity flow as one — creating a sense of limitless performance.  Being the hands-on art lead on this project, we used the AlphaAthlete as a lens, highlighting aspects of the AlphaBounce help users explore binary characteristics of the shoe, bringing duality to life through lively use of brutalist design and subtle parralax movement.