Context: Pitch a shoe concept to Adidas at the Adidas headquarters in Herzogenaurach, Germany for the LA Summer Olympics 2028
Adidas created iconic designs in the 80s and 90s, from shirts with plastic stripes to classic Stan Smiths and Superstars. My challenge is to design a new sneaker that honors this legacy, with a vision for the LA Summer Olympics 2028. The goal is to target a broad audience—not just athletes, but everyday people. Since everyone walks, especially at an event like the Olympics, the focus is on comfort, using Adidas' renowned Boost technology, while maintaining style.
Fashion is key, especially for women seeking elegant, stylish sneakers beyond typical unisex designs. Inspired by hip-hop, streetwear, and current trends, I envision a modern Adidas loafer—comfortable and casual like a sneaker, but with a formal, feminine touch. By integrating Boost technology, it would stand out in the loafer world. This idea is bold, so I've also developed a Boost-equipped sneaker concept to stay true to Adidas' heritage while exploring fresh territory. This process has helped clarify the balance between sneakers and loafers in my designs.
Thumbnail sketches
Refined sketches
I began the design process by creating thumbnail sketches, gradually refining them into more detailed drawings. Each step allowed me to explore different ideas and directions. To expand my creative boundaries, I also sought inspiration using AI tools like Vizcom, which provided fresh perspectives and innovative suggestions. Through this iterative process, I eventually developed three concepts, illustrated below.
Concept 1 Adidas Forum 28
My first concept is the Adidas Forum 28, launching just before the 2028 LA Summer Olympics. Though it looks sturdy, the hidden Boost technology and cushioning make it lightweight and incredibly comfortable for walking. The breathable fabric upper keeps feet cool, and it's easy to slip on—ideal for when you're running late. The name is a nod to the classic Forum 84, updated for 2028.
Concept 2 Adidas Platform
The second concept offers similar comfort features but in a bold, bulky design reminiscent of a snow boot—though it's built for the heat of LA, with lightweight and breathable materials.
Concept 3 Adidas LA STREET STYLE
The final concept draws inspiration from LA’s desert landscape, featuring earthy tones and vibrant details. It incorporates Boost technology for comfort, breathability, and added ankle warmth during cooler desert nights
Vizcom AI tool
Picking a concept
The three concepts are designed to be light, breathable, and comfortable—perfect for influencers and athletes during the LA Summer Olympics. After feedback from Klaus Rolshoven, director of innovation at Adidas, we agreed that Concept 3 is the most market-ready, while Concept 1 stands out as bold and radical due to its high sole. I chose to further develop Concept 1, aiming to appeal to a larger audience.
Three tiered strategy
To make the shoe popular, I developed a tiered strategy: At the top is a limited-edition, premium version worn by influencers during the Olympics. The next level is the “Eye Catcher”—a striking design that grabs attention trough the store windows. Once customers are drawn in, they discover more neutral versions of the shoe, linking it back to the influencers they admire. With its blend of comfort and style, the shoe creates a strong emotional pull, leading to an irresistible purchase.
Close ups
The variations of the shoe are illustrated below in a more close up and detailed images, with addition of the mood boards I used for inspiration.
