sports & sportsgear (ads)

180 Amsterdam explains the concept behind this Adidas campaign: 'Shoes designed not to be noticed.' This was the basic idea behind the fall/winter '08 running campaign. We arrived at this because we hit on the truth that you really only notice your running shoes when they feel bad.

But when they feel good, rather than notice them, you notice other things. Yes, you notice your surrounds, but you also notice you.
You notice your breathing, your hard-working muscles, your mind that's been allowed to wander.
You notice you're running further.
You notice you're actually enjoying running!
You notice that all of a sudden achieving your impossible is in fact, anything but.

“All Day I Dream About Sneakers” : an acronym for adidas from Lifelounge, Melbourne.

The campaign allowed us to tell the story of a mythical adidas designer, Fritz Traumer, and his passion for truly original sneakers. Excerpts from Traumer’s detailed private journals were crafted to reveal the complex depths of his obsession for original sneaker design. For a campaign overview and exclusive downloads visit www.lifelounge.com/all-day-i-dream-about-sneakers.aspx

Wow, this does sound pretty neat: "Skins™ ICE has a microencapsulated menthol cooling agent embedded into the fabric, which is activated by perspiration, friction and body temperature – meaning that when you work hard the garment keeps you cool even in the heat of the Australian summer."

 

ad agency: Smart
Chris Tovo : Photographer
Todd Riddiford : Retoucher
Andy Taylor/Yancy Murillo : Designer
John Mescall : Executive Creative Director
Mal Chambers : Art Director
Scot van den Driesen : Copywriter
Production: C.I. Studios

 

 

Check out a second execution, the heat&BBQ version of that famous runners wall inside.

 

This campaign from Lifelounge, Melbourne showcases the seemingly impossible sneaker creations of Herr Fritz Träumer - an enigmatic adidas designer who dedicated his lifetime to constructing the world’s most original range of sneakers. Excerpts from Träumer’s detailed private journals plus images of his truly unique sneaker creations are presented in a limited edition book, exclusively available at sneaker retailers around Australia and New Zealand. The campaign is supported by Point-of-sale, viral films and a celebratory exhibition of Träumer’s sculpted ‘dream sneakers’ at Melbourne’s Dakota 501 store. For a campaign overview and exclusive downloads visit Lifelounge.com/all-day-i-dream-about-sneakers