For the FW/13 collection, the global adidas training division asked me and my team to do a follow-up on our SS/13 All Fit Box. Having to top that project up this time around, we rolled the dice and bet it all on black. We wanted to encourage the adidas core athletes to continue being “on top of their game”, so we gave them the “All Fit to Your Game” box. We came up with a box inspired by traditional tabletop, card & dice games that comes in slick black & white and has a bit of a “twist.”
Many athletes are quite superstitious (David Beckham can only have items in even numbers in the fridge; Dwight Howard hits the restroom before each game) therefore the design uses good luck and bad luck numbers, with an ironic touch when it comes to luck. Superstitions aside, all great athletes know that hard work is all it takes to stay at the top of their game.
And for us too it wasn’t all just good fun and games when we were coming up with the concept: we felt that traditional board games were a good blueprint, but that we needed something more. We squeezed our brains once again and came up with a pretty stellar board game complete with training instructions, a full deck of cards with the athletes as jokers, and we threw in a pair of dices for good measure. Game on Messi!