Adidas Food Lab

Adidas approached convenience nutrition meal leader Luvo with a challenge: can you develop a product that reflects our values as well as yours?

We had an amazing once in a lifetime opportunity to define something completely new for a global brand renowned for athletic performance.

The project was to introduce visitors to the world’s largest yoga festival to adidas’ energy bites. With Luvo’s significant expertise in proven nutrition, and adidas’ dedication to performance in mind, I created the Food Lab launch concept. Food Lab allowed us to create a test space for consumers to sample products and give feedback through digital and analog means. The brand needed to bridge the Luvo and adidas identities in a way that made sense, so I came up with a look and feel that reflected those values and seamlessly integrated with the adidas retail experience.

Adidas approached convenience nutrition meal leader Luvo with a challenge: can you develop a product that reflects our values as well as yours?

We had an amazing once in a lifetime opportunity to define something completely new for a global brand renowned for athletic performance.

The project was to introduce visitors to the world’s largest yoga festival to adidas’ energy bites. With Luvo’s significant expertise in proven nutrition, and adidas’ dedication to performance in mind, I created the Food Lab launch concept. Food Lab allowed us to create a test space for consumers to sample products and give feedback through digital and analog means. The brand needed to bridge the Luvo and adidas identities in a way that made sense, so I came up with a look and feel that reflected those values and seamlessly integrated with the adidas retail experience.

Photo Clinton Hussey | Food styling Gabriel Cabrera

PHOTOGRAPHY

I wanted to present the food in a way that was simultaneously appetizing and functional. The challege was trying to represent two practially opposing values with one image. I worked closely with a food stylist to ensure the ingredients were presented in an instantly edible and accessible way, and leveraging chem-lab props to evoke a sense of design and purpose behind the food products. The end result is intended to create a tension between nature and human design.

The project was a success – we received valued feedback on the energy bite products and shared them with adidas. The result was a huge builder of trust with the performance apparel giant – and they committed to working with Luvo further to develop their nutrition products.

ACTIVATION

The Lab was concieved as a popup within the Adidas space at Wanderlust, the world's largest yoga fest.

ACTIVATION

The Lab was concieved as a popup within the Adidas space at Wanderlust, the world's largest yoga fest.

I wanted people to understand a food product the same way they did a pair of shoes — as something that enables performance (and brings joy.)

The product line featured different energy bites, each one attributed to improving focus, energy, power, balance, or recharging.

I redesigned the iconography supplied by Adidas to better fit the clinical / beautiful direction we took.

A triangular grid pattern was used to echo the geodesic dome shapes within the Adidas space.

An information booklet was available to visitors who had more questions around allergens and nutritional values.

IMPACT

3,623

products sampled

$500k+
product commited post-launch