Adidas Originals came to Firstborn with the opportunity to name, position, and help launch a new line of NMDs and Hardcourts—a drop spanning four national retailers: Champs Sports, Foot Locker, Kids Foot Locker, and Footaction. This was not only one of the biggest NMD drops to date, but also the first Hardcourt release in years.

We were handed a single low-res render of the shoes and the moodboard that inspired the product: big logos, loud prints, bold everything. Our challenge was to build one cohesive brand system and launch campaign—something that generated excitement across the board, yet stayed distinct enough for each retailer involved.

We looked to the shoes themselves, drawing inspiration from their repeating patterns, oversized logos, and color schemes. It was a collection that laid bare the creative process behind what made this iteration of the NMD and Hardcourt so recognizable.

At its core, the campaign—Creativity in Process—was about giving fans a rare, in-depth look at the work behind a piece of art, from ideation to execution. We partnered with three New York–based artists and documented them as they each created a brand-new work inspired by the transmission pack.