Adidas Basketball: NYC Trend Research

Creative Direction, Research, Brand Strategy

Led narrative direction and cultural research for Adidas Basketball's Fall collection, spending two weeks embedded in New York City's basketball scene to ground the season's creative direction in real cultural insight. Directed a small team through documentary style photography and film, capturing the texture of NYC street basketball culture.

Synthesized the research into a presentation for Adidas's design team, translating cultural observation into concrete creative direction for the collection. The work grounded the season's storytelling in an authentic read of the community it was speaking to.

“An ethnographic approach to learning about NYC Basketball.”

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RESEARCH

TO INFORM DESIGN DECISIONS

Conceptual Commercial for 2017

Father & son talk after basketball practice. Accompanied by images captured.