Never Follow SS17 - Iain Robson

— adidas Football
SS17 Never Follow

— Design Director
Iris Worldwide

Launching adidas’ new ‘Stadium to Street’ product offering, ‘Never Follow’ was a campaign that broke with convention, with the brand and its stars challenging young football consumers to create their own path rather than imitate their heroes.

In a campaign that placed the young football ‘creator’ as the unseen hero, we challenged the expected hero adulation. The campaign consisted of various films and 2D assets in a 3-month rollout starring Paul Pogba along with Leo Messi, Luis Suárez, Mesut Özil and the S3 Freestylers.

As Design Director on the adidas account at Iris Worldwide, my role on Never Follow was design direction across the campaign and Creative Director on the 2D shoot and post-production.

Awards and recognition
7 million+ organic views online
Bronze Clio Sports Award
Gold Digiday Video Award

'I DON'T WANT TO BE YOU, I JUST WANT YOUR BOOTS!'

The Film

Director: Adam Smith. Production Company: RSA Films. Creative Director: Adam Fish. Creative team Marc Owen & Matt Tassel.

Global 2D Assets

For SS17, the brief from adidas required a welcome departure the studio photography of previous seasons. Featuring Paul Pogba (Ace), Luis Suárez (X), Leo Messi and Copa — all shot in different Stadium, Cage and Street expressions, and each of those expressions required in three key colourways.

Athlete photography by the Wade Brothers.
Product photography by Studio Amos Fricke.

SS17 Pack I: Red Limit: Selected assets from the first colourway of the season.

Selected assets from the first colourway of the season.