Role: Creative Director / Art Direction / Brand Identity Client: Adidas

We developed a campaign for the Adidas Futurecraft Strung, exploring the upper limits: Meet the new textile innovation that changes how we create footwear. We decided to accelerate the process by collaborating with long-term design partner Kram/Weisshar - a pionerring digital design studio.

STRUNG is an entirely new way of creating a textile that is specifically aimed at making high performance footwear uppers. The process can not be classified as neither knitting nor weaving allowing for multi directional specificity without the constraints of the weft and loft logic of conventional textiles. The fully integrated design and manufacturing environment allows us to create a lightweight upper where each thread is strategically placed for a seamless, lightweight fit. 

The STRUNG process codes in functionality at the exact spot where the athlete needs it within a single piece of material, free from inhibiting excess components or seams. Working with and for Adidas FUTURE, the secretive multidisciplinary R&D arm of Adidas, KRAM/WEISSHAAR have designed, engineered, and built the software and hardware tools that enable the design, engineering, prototyping, and production of STRUNG uppers.