'All Day I Dream About Sneakers' was a global branding project for Adidas that I co-created alongside art director, Dimitri Kalagas.
Inspired by the Adidas tag-lines ‘Impossible Is Nothing’ and ‘Celebrate Originality’, the project brought to life 'the world's most original range of sneakers' - which were conceived, designed and directed into sculpted models by myself and Dimitri.
The campaign extended into posters, visual merchandising and a limited edition book, which unified the collection of sculptures by incorporating them into the fictional life story of an avant-garde Adidas sneaker designer, named Fritz Träumer. (Träumer meaning 'dreamer' in German.)
This project was our labour of love. I felt a lot of joy creating the character of Fritz for Adidas. In truth, he's not that fictional. He's me - in about thirty more years. And the bits of pathos and profundity that I scribbled throughout his notebooks came straight from my heart.
The campaign instantly spread, with more than 200 websites featuring it within the first 24 hours. Sites such as Communication Arts, Hypebeast, High Snobiety, Format Magazine, Sneaker Freaker, Juxtapoz, and so many others.
Both the written story and book design have been highly regarded and awarded. Every few weeks, I still get an email from someone asking about it, so many years later. Testament, I guess, to combining a timeless idea with tireless craft. Or, just testament to the ravenous fandom of sneaker freaks.