adidas Terra Love

With Terra Love, adidas introduces organic cotton alongside Primeblue and Primegreen materials, advancing its sustainability range.

The campaign acknowledges that there’s no one-size-fits-all solution for addressing sustainability. Resources, materials, production, all have an impact and are part of the problem. To change the big picture, we need to rebuild it – piece by piece.

ROLE: Art Director
AGENCY: Studio A
CLIENT: adidas Sustainability

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APP USER JOURNEY

For the launch of TERRA LOVE, an adidas Sportswear collection made with organic cotton, Primeblue and Primegreen materials - high performing yarn created from recycled plastic, we needed to concept the visual elements of a campaign which would run under adidas’ sustainability headline of ‘Help End Plastic Waste’.

Our plan was to create a rich backdrop against which to show the TERRA LOVE collection. With each texture used, we wanted to subtly showcase the innovation and creativity going into the fight to end plastic waste. To bring the concept to life, we worked with the super talented visual artist, Alice Issac, who handcrafted our collages.

RESULTS

→ Net sales reached $736K within just 3 months.

→ Achieved a remarkable 71% sell-through rate in the European Union.

→ 68% of sales were at full price, surpassing our target of 60% sell-through.