Adidas

Adidas approached us with an early-stage concept for a new athleisure line designed to help athletes mentally prepare before competition and to decompress after. The design was unlike anything in their lineup – both fashion-forward and purpose-driven, with features like extended hoods and high collars that helped block out distractions and encourage focus. Our challenge was to name and position the line in a way that captured this mental dimension.

Collaborating with Adidas’ global product leadership team, we landed on the concept of the “zone” as a space of clarity and control with special meaning in the world of athletics, and developed ZNE as the brand’s shorthand. The name became the foundation for global rollout, later paired with the phrase “Zero Negative Energy” to further underscore the collection’s emphasis on mental readiness.

Read more: Collection Inspires Connection Between Sports and Culture - Hypebeast