Following the success of Into the Metaverse, we pushed Adidas further into digital territories by creating their first digital-native fashion collection. Our vision: establish Adidas' presence in video games and digital worlds through brand's DNA products while generating a new aesthetic proper for these new spaces.

We launched a groundbreaking 16-piece collection designed specifically for virtual worlds and avatars, engineered to be interoperable across multiple platforms. Leading this transformation for such an established brand was a great opportunity to take a leap, design in a short amount of time and launch a new category of product where digital is the final form. These pieces exist purely in digital realms, free from physical constraints, opening new possibilities for what Adidas products could become.

This new frontier of digital fashion opens unprecedented opportunities for co-creation, storytelling, and rapid iteration. In virtual spaces, we can push creative boundaries, experiment with impossible physics, and create experiences that transcend reality. What's most exciting is that we're just beginning to explore the possibilities of what fashion can become in these new realms.

Role : Creative Strategy and Creative Direction, concept art & digital apparel digital design.