Anyone Anytime Anywhere
A3 is a system designed for Adidas, transforming urban environments around athletes into everyday training zones.
CHALLENGEAdidas believes in co-creation: achieving intimate consumer communication. Generation Z as the main target audience, how do we fit future of sports into our everyday life in Berlin 3–7 years from now?
INSIGHTSWith the insight of being an everyday Berliner, we discovered that at least 30% of Berliners are living on the move. The future is moving towards living in mobility where life happens while we are in transit to somewhere else. On average, each Berliner makes three journeys per day, and in the process spends about 70 minutes in traffic. Challenged current paradigms of sports by creating a system, products, and brand visual communication for Gen Z. Created a new innovative system solution through insights from Berlin culture called A3 for Anyone Anytime Anywhere.
SOLUTIONA3 is a system that engages athletes through sport, transforming the urban environments around them into everyday training zone. A3 groups rally together tearing up pavement, breaking sweats and staying fit. It’s downstairs. It’s on the way to work. It’s at the corner of the block. It’s part of our lives and by designs not a destination. During these journeys of traveling in the urban cities, time is a really big factor. With A3, we want people to break out of their routines to be active. We don't want to be bound by the speed of whatever the future will be. We’re here to use those moments in between where we can train to be our best selves. Because sport is for anyone, anytime and anywhere.
ROLE / CREDITS
SPECIAL THANKS TO ADIDAS FOR WORKING WITH US!
David S. Chung