The Brief

‍Top athletes will do anything for an edge – ice baths, strict diets, training through holidays. But what if the gear itself could push you past 100%? Adidas Techfit PowerWEB was scientifically proven to increase performance by measurable margins: 100.8%, 103.4%, 105.3%. They needed a film that made that data feel visceral.
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The Approach

‍We built the spot around four of the world's elite athletes – Novak Djokovic, Dwight Howard, Kaká, and Tyson Gay – each captured in ultra slow-motion at peak performance. A tennis serve. A dunk. A strike. A sprint. We crafted speed ramps to control the rhythm, intercut between disciplines to build momentum, and layered abstract data visualizations that track to the athletes' bodies – turning clinical percentages into something you can feel.
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The Craft

‍The graphics aren't decorative – they're rooted in real performance data provided by Adidas. Every percentage, every metric ties back to actual measured gains. The visual language we developed translates that science into motion: geometric forms that pulse with muscle groups, data points that follow trajectories of power and speed, all tracked precisely to the footage frame by frame.
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The Result

‍The campaign launched globally – running in Adidas retail stores worldwide, across every regional Adidas website, and on broadcast television throughout Europe.

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