Adizero EVO SL EXO

ADIDAS × NCAA

Ecommerce merchandising

Adizero EVO SL EXO

The Spark

For the launch of the adidas Adizero EVO SL EXO College Football collection, the challenge was to create a visual system that could generate excitement around the new footwear while adapting seamlessly across multiple university identities and digital touchpoints.

Working from provided 3D product imagery, I saw an opportunity to push beyond traditional product presentation. The goal was to make the shoe feel energetic, dimensional and unmistakably connected to each school—while keeping the product itself at the center of the campaign.

The Craft

I developed an AI-assisted creative approach that transformed the provided product renderings into dynamic floating compositions, using movement, scale, lighting and shadow to give the footwear a more elevated campaign presence.

Rather than building visually complex environments around each shoe, I used a restrained color-driven system inspired by each university’s primary palette. This allowed the footwear and school-specific details to command attention while creating a consistent visual language across the collection.

The system was then adapted across hero banners, ecommerce cards, email graphics and social media assets—maintaining visual consistency while accounting for the hierarchy, cropping and functional requirements of each format.

The Win

The final creative system supported the Adizero EVO SL EXO launch across Fanatics’ college ecommerce experience, bringing a consistent campaign identity to multiple NCAA programs and digital placements.

By combining AI-assisted image development with traditional compositing, art direction and production design, I was able to turn limited product imagery into a flexible campaign system built for both brand impact and commerce.

The result was a bold, scalable visual approach that gave each university its own identity without losing the consistency of the larger adidas launch.

PROVIDED ASSET

Starting with the product.

Provided 3D product imagery served as the starting point for the campaign. The opportunity: give a static render greater energy, depth and campaign presence.

CREATIVE DEVELOPMENT

Building energy around
the product.

Using an AI-assisted workflow, I transformed static product renders into dynamic floating compositions. Through scale, dramatic lighting and natural shadow, I developed a high-impact visual direction that gave the footwear greater dimension, energy and campaign presence.

TEAM SYSTEM

One idea. Multiple identities.

The visual treatment adapts through each university’s primary palette while maintaining a consistent Adidas campaign language.

ADIDAS × NCAA