NEW YORK, Jan 23, 2011/ — The new adidas SLVR Spring/Summer 2012 campaign, shot by Willy Vanderperre, takes inspiration from the sport of fencing. The precision and elegance of fencing is fused with pop colors for a fresh and vivid visual language.
The accuracy of the combat sport, the strict line of the uniform, are suggested through rigid compositions. Images focus on sophisticated, white tailored silhouettes which echo the fencing uniform juxtaposed with bold pop shades of yellow, red and blue. It is this fusion of tailoring and sportswear which are at the core of SLVR.
The video extends this idea whilst introducing the dynamic moves of a fencer set to a beat which is reminiscent of the sport’s rhythm.
Designed for life on the move, adidas SLVR continues its stride forward.
‘SLVR relies on the technical excellence of adidas as a brand, but pushes the limits of sportswear further and does not look back. It’s about staying open to ideas, concepts and a lifestyle. With SLVR it is the fusion of tailoring and sportswear to create something that I believe is relevant to culture right now,’ says Dirk Schönberger, Creative Director for adidas SLVR.
The result is an over-arching communication campaign that translates into still images and a short mood film, followed by an updated brand website design, all released globally February 2012.