Adidas Sport Club
We all know adidas as one of the world's most recognized and loved brands. What not everybody knows is that in the late 60s, adidas’ founder Adi Dassler built a guest house to host business partners, athletes, and their managers. In 1972, after the Munich Olympic Games, his guest house became the adidas Sport Hotel — primarily a conference hotel, still in family ownership, built for business and play: a place to build relationships in a comfortable and pleasant environment, where both friendships and business deals bloomed. adidas Sport Club was brought back to celebrate the spirit of adidas' legacy across sport and culture.
Once again teaming up with our long-time partners from Clear as Day, we were challenged to create a distinguished identity for the Adidas Sport Club at Coachella Valley. The task was to leverage the heritage of the Adidas Sport Hotel, combining cool factors of today without losing its vintage touch, creating a bold, clean and edgy brand and design system that would be flexible enough to adapt in future editions of the event.
Adidas Sport Club embodies the legacy of the adidas Sport Hotel, while also combining a fresh take on entertainment and hospitality. The creative research for this particular project was really broad — we started by gathering any information we could from the original adidas Sport Hotel and its presence in the ‘72 Olympic Games. We also took some time to dive into other adidas sub-brands, hotel identities from basically everywhere, sports pubs/bars/restaurants/clubs, a lot of music-related branding cases, and finally, we went through adidas’ archive to check out some really cool vintage designs of theirs. Since the brand should be able to live through music festivals and several other experiences, we first created the logo lockup, which needed to be modern, premium, clean, and communicate seamlessly with influencers and creators. Then, we went on to the brand application system, which incorporated the Californian music festival vibe, inspired by mid-century design, making the festival's energy tangible. The end result was a simple, elegant and versatile logo, which could then be used in different environments. The vibrant color highlights, vintage imagery, and duotone treatments brought the music festival element, which made the brand really pop.
EAT's team was easy to work with, even with a challenging timeline and very nuanced art direction, they not only met but exceed our expectations with the design of the brand.
— Monica Glass, Executive Producer
CEO — Renata Amaral Morris
COO — Gabriel Seibel
Account Management — Luciana Thiesen
Project Management — Nicholas Schröder
Graphic Design — Matheus Trevisan and Gustavo Bouyrié