Adidas Futurenatural — A leap forward in the innovation of footwear by Studio Dumbar

Adidas Futurenatural

Bringing together technology and biology, Futurenatural is Adidas’ remarkable innovation in footwear. The shoe is based on foot scans of thousands of athletes worldwide. Offering the seamless design of a one-piece shoe mold, it provides an anatomically perfect fit and acts as an extension of the body. Futurenatural is a technological breakthrough in shoe design.

Adidas Futurenatural
Adidas Futurenatural
Strategy

Because of the nature of the new shoe concept, the design should reflect its technological basis as well as the organic fit and feel of the shoe. Motion design and static applications should be an integral part in the creative development – and neither should take precedent. The objective was to explore the possibilities of an identity in which motion and graphic work together seamlessly. Essential to the approach was the intensive collaboration with the Adidas global design team. The design was developed in short, weekly sprints.

Design

The design of the wordmark ‘Futurenatural’ is characteristic and versatile. It is designed in such a way that it can work well on different sizes and production techniques; from billboards to embroidered versions and to rubber details on the shoe itself. The bespoke typography can be characterised as future-nostalgia driven. For digital purposes, motion versions of the wordmarks are created. Another striking element are the explorations in motion design; a set of kinetic, excitable and striking shapes. The design of the shapes and the motion mirrors the fluidity and seamlessness of the shoe.

Result

The exploration of Futurenatural’s identity is dynamic, fluid and distinguishing. The design creates an own, specific Futurenatural environment that, nevertheless, has a logical connection to the spirit of the Adidas brand.

Credits

Design: Studio Dumbar
Photography: Adidas

Adidas Futurenatural
Adidas Futurenatural
Adidas Futurenatural
Adidas Futurenatural
Adidas Futurenatural
Adidas Futurenatural
Adidas Futurenatural

Brand

Adidas

Categories

Sport

Share

Brand

Adidas

Categories

Sport

Share

More Awesome Projects

Amnesty International - Write for Rights

Amnesty International: Write for Rights

WWF + Google | Young Lions Awards

Google WWF by Simón Gauna López

Google Brand System – Motion

Google Brand System – Motion by Adam Grabowski

Limited Edition SOLID BLACK Doritos Bag

Limited Edition SOLID BLACK Doritos Bag by Megan Lewis

Mirage Arabica Coffee

Mirage Arabica Coffee

McDonald's - Short lunch break

McDonald’s: Short lunch break?

Weirdo – Packaging by Studio Ethur Ethur

Davis Row Branding

Davis Row Branding, New York by Provoke

Branding for Katsioulis Bakery & Pâtisserie

Branding for Katsioulis Bakery & Pâtisserie by CURSOR DESIGN STUDIO®

Brooklyn Brewery Pulp Art

Brooklyn Brewery Pulp Art by Thirst Craft

Logo Design for National Gallery of Armenia

Logo Design for National Gallery of Armenia

Nike Gumball Pack— Just Chew it !

Nike Gumball Pack— Just Chew it ! by NotReal