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Stan Smith: "Some People Think I'm A Shoe!"

Stan Smith: "Some People Think I'm A Shoe!" | 阿迪达斯 | adidas | Johannes Leonardo
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基本信息
行业: 服装
媒体:设计与品牌
风格: Minimalism
说明cnen
Background

Stan Smith is one of the best-selling, and most iconic, adidas sneakers of all time but most people don’t know the person behind the phenomenon. If they did, they’d know him and the shoe share a lot of the same values.

For this project, there was no formal brief. Instead, the goal emerged organically in conversation between the agency, adidas Originals, and Stan Smith himself, who’s said the shoe’s success has nothing to do with him.But we believe it has everything to do with him. The ambition of the project became to re-introduce the person behind the iconic shoe and prove how Stan embodies the same characteristics people love about the shoe.

To do this, we spoke to the most progressive generation in the most nostalgic medium: a printed book

Describe the creative idea (40% of vote)

This book gives everyone a chance to step into Stan’s shoes and ?meet him?. The simple tennis court-inspired design system becomes the frame for over 100 stories about Stan the man, and Stan the shoe: stories from Stan himself, stories from his close friends, and stories from people around the world who love his shoe. And just likeStan’s own memories, the book follows a non-linear path, turning the most rational tool - the alphabet - into a cultural encyclopedia as unpredictable as Stan’s journey.

Describe the execution (40% of vote)

The book’s design was inspired by the place where the legend of Stan the man and Stan the shoe began: the tennis court. We used a simple, court-inspired design system as a frame to include over 100 stories about Stan:his own stories, stories from his close friends, and stories from those who don’t know him, but love the shoe. The book features imagery from dozens of different sources - both original and archival, spanning 75 years. We commissioned photographer Juergen Teller to portray Stan’s 10 most precious life memories. We also worked with street photographer Daniel Arnold to capture the shoe’s ubiquitousness in cities around the world. Still life photographer Anthony Cotsifas captured the memorabilia Stan collected throughout his life and career.

List the results (20% of vote)

The book wasn’t just a book: it came to life generating a world tour where Stan met thousands of fans in cities likeLondon, Tokyo, New York and LA.

At each stop of the tour, he hand wrote the title of the book himself on the covers, giving each fan a book as person as their own shoe.In addition to the world tour, the book launch was covered by over 20 top-key media titles. A true testament to the democratic nature of the shoe itself, it was featured within a wide collection of media outlets - ranging from fashion to business to lifestyle.

Press includes stories from publications such as Vogue, Sneaker Freaker, Forbes, Yahoo, Dazed and more. Reflective of both the niche and mass appeal of the shoe, the book was sold at major retailers like Barnes and Noble and smaller fashion boutiques like Dover Street Market.
制作信息
品牌:
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奖项
戛纳国际创意节 2019
铜奖 设计
Books
戛纳国际创意节 2019
铜奖 工业制作
Print & Publishing
戛纳国际创意节 2019
入围 工业制作
Print & Publishing
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