Adidas Boost is an unconventional looking material that has revolutionized the athletic footwear industry. It looks strange, feels very unique and like so many adidas projects, it starts off rooted in a sport insight then shows up on the runway. From the start, our team knew that a fitting identity for Boost would be one that created the same sort of divisive reaction as the first product’s release. You either liked it or didn’t. The team explored a wide range of designs rooted in infinite energy as well as the idea that many parts add up to one huge, powerful thing. Our process included 2D, 3D, and motion explorations. Over time, we fell in love with the idea that the material was ALIVE. Boost appears in both our performance products as well as in lifestyle, so the mark needed to nod to both the street and the court.