adidas Ultraboost Bible
What we made
Format and page plan · Cover · Every spread · The colour sequence through the book · Artwork for print
A shoe that has been called the greatest running shoe ever cannot be introduced with a sales brochure.
The brief
adidas put Ultraboost on sale on 11 February 2015 and called it the greatest running shoe ever. The first pairs went to high-profile people, and this is the Bible that went with them. We designed all of it: the format, the cover and every spread.
The approach
Flat yellow, the shoe, and four words: Your Greatest Run Ever. Nothing else on the cover but the badge and the hashtag. No product name, no specification, no price. The people reading it already had the shoe, so the cover only had to get them to open it.
Inside, every spread takes one claim and gives it the whole page, with a different colour behind each one, so the book is paced by colour instead of by chapter.
What was done
Energy Takes Over, with the shoe sat on black and white lines that seem to move. Born to Kill Convention. The Boost foam drawn as a sound wave. Then the numbers, on magenta: 20% more Boost cushioning, a stretch web outsole that flexes underfoot.
Stood on its end with the pages fanned, it shows what it is: yellow outside, a different colour on every spread inside. It was made to be kept and shown to somebody else.
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