Following on from the successful 2013/14 adidas kit launch campaigns, Detail were asked to produce the 2014/15 season kit launch campaign.
The 2014/15 campaign pays close attention to what each fan finds most exciting about the beginning of a new season: their team's new kit.
Using close-up photography to highlight the detailing of the fabric, the campaign focuses on the aesthetics of the shirt’s “hyper senses”. Each image accentuates the team's badge and graphic details, with a larger crop of the shirt in action illustrating the shirt’s technology in motion.
Before each full launch, these close-up crops were released as a tease campaign whilst the fans counted down to the kit launch date.
– Art Direction