Adidas <3 Uniskate
Adidas represents a creativity and urban culture that comes from the kids themselves. The company is defined by its consumers, the ones who decides what is cool, and trying to become part of their group can easily result in the opposite. Therefore, the package act as a limited edition in collaboration with various artists and groups representing youth culture today and who can speak directly to the target group. Uniskate is a fictional skate-boarding community developed as an example of a good collaboration. With feminism, acceptance and equality as core pillars, the organization strive to revolt against the macho “all dudes” skate-boarding hostility. The design features graffiti art and scribblings, which are often linked to skate and urban city culture, but to show the new era of skating this form has been adapted to fit the updated views of today. This not only shows the contrast between skate culture in the 90’s versus today, but also opens up to a larger audience.
This project was a student project in collaboration with Adidas.