adidas: never follow


A campaign encouraging aspiring athletes to not follow in the footsteps of famous footballers like Messi, Suarez or Pogba - and instead follow their own path.


The player is saying this is me, I am unique, I don't follow anyone. His eyes are focused, his expression calm and controlled. The background images are showing the multiple sides of his personality.


The headline is purposefully obscuring the consumer's view of the player encouraging them not to follow him, but be their own person. Product pack colours are shown as an overlay on the headline and with wardrobe. Red Limit, released in Dec 2016, Blue Blast in Feb 2017 and Green Turbocharge in Apr 2017



Client / Adidas Football
Year / 2017
Agency / Iris Worldwide
Creative Direction / Iain Robson
Role / Design