Adizero EVO SL

By ADIDAS

I had the pleasure of working on this project within a 10-day timeline, leading the creative team from concept to execution. My role included developing the overarching concept, shaping the visual identity, designing the activations, and guiding the 3D team to bring the experience to life with a strong and impactful result.

The task was to create a hyper-local launch event for adidas EVO SL in Riyadh, designed to resonate with Saudi Gen Z through culture, energy, and everyday relevance.

We transformed familiar, culturally rooted spaces from daily Saudi life into iconic brand moments, showing how EVO SL fits naturally into the evolving lifestyle of modern Saudi youth. For the everyday that feels iconic.

This project was created with an exceptionally skilled team at Imagination.

SERVICES

CLIENT

INDUSTRY

BRAND ACTIVATION

ADIDAS

FASHION

Visual Language

The bold visual language turns the event into a full brand takeover. Across the space, signage, graphics, and giveaways, the strong black and white identity creates instant impact, making the experience immersive, memorable, and impossible to miss.

Poster Takeover

These poster designs extend the visual identity of the space blending bold Adidas iconography with the structured beauty of Saudi geometric art. When weathered and layered throughout the venue, they echo the lived in authenticity of a neighborhood laundromat while celebrating a fresh fusion of local culture and global brand energy.

The Clean Life Invite

Ahead of the launch event, guests
will receive an invitation card
designed to to grab their attention, spark early buzz, and make them feel part of something special.

This engraved adidas token is the exclusive invite. Inspired by a classic washing machine coin, it unlocks the Clean Life journey at the event.

Event Layout

This section brings the takeover to life through spatial planning, guest flow, rendered environments, and key activations. It shows how the brand experience unfolds in the space, creating an immersive journey that connects every touchpoint from arrival to participation.