adidas & ESPADAYSANTACRUZ Honor NEMEZIZ 19 with an Installation
adidas erected an athlete-inspired soccer installation in London. Spanning 12 meters, the structure is informed by players Leo Messi, Bernardo Silva, and Roberto Firmino. The piece, which was completed in collaboration with ESPADAYSANTACRUZ, presents the physical manifestation of the athletes as they make their "unstoppable runs on the pitch [...] over the seasons." To replicate the bodily movement, adidas and ESPADAYSANTACRUZ made use of GCI and collected data.
The soccer installation is created in celebration of the footwear brand's highly-anticipated NEMEZIZ 19 — a shoe that offers flexibility, support, and performance. To link the product release and the artistic expression, adidas and ESPADAYSANTACRUZ wrap their creation in two kilometers worth of the NEMEZIZ agility bandage which makes up the upper of the footwear itself.
The soccer installation is created in celebration of the footwear brand's highly-anticipated NEMEZIZ 19 — a shoe that offers flexibility, support, and performance. To link the product release and the artistic expression, adidas and ESPADAYSANTACRUZ wrap their creation in two kilometers worth of the NEMEZIZ agility bandage which makes up the upper of the footwear itself.
Trend Themes
1. Brand-centric Soccer Installations - A trend of creating athlete-inspired soccer installations as a form of artistic expression and product promotion.
2. Data-driven Artistic Installations - The use of data and GCI to create physical representations of athletes could inspire the creation of more data-driven artistic installations.
3. Athlete-informed Design - Designs that are informed by the movement and physicality of athletes could become more prevalent in the world of sports technology.
Industry Implications
1. Sports Clothing and Apparel - The integration of innovative design and artistic expression could make sports clothing and footwear more appealing to consumers.
2. Creative Marketing and Advertising - Using artist installations and physical representations of products could engage consumers in a new way and disrupt traditional marketing and advertising techniques.
3. Sports Technology - The use of data-driven design and athlete-informed technology could drive innovation in the sports technology industry.
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