adidas had a brand reset under new CCO Alasdhair Willis, and we took an overarching idea - Project Silence - and topline annual narratives The Close Up and Power of Three, and developed it into an actionable brand direction.

The premise of Project Silence is when you cut away the noise, the silence gets louder. Having the confidence to say less, and mean more. To show only what is necessary. We translated this thinking into platforms, principles, a manifesto, brand direction and application guidance.