ADIDAS OZWEEGO 2048

Jam3 took us into the future to showcase a new Adidas sneaker: here the team tell Tom May how they did it

- Tom May

BRIEF

Adidas asked Jam3 to help it launch the Ozweego: a classic silhouette modelled after the shoe brand’s greatest archival hits. The brief was to communicate a product story that would speak and appeal to both trendsetters and casual sneaker fans.

CLOSE UP

(1) A WebGL wormhole reacts to how the user scrolls. For example, if the user scrolls fast, the wormhole will get faster and brighter. Scrolling also brings the user towards three different Ozweego models, rendered in 3D, within a 360 environment that spins with the product.

(2) Next to the ‘Most Read’ marque, users can enjoy news channel-style rolling text, which presents a variety of topics about the future of style.

(3) The outlined blue and yellow shapes, in addition to the central copy, respond as you move your cursor around the page.

(4) The futuristic typography was inspired by the Ozweego silhouette. The curves and fluid feel of the shoe translated well into beautiful typography.

(5) The audio can be toggled on and off. Audio was a major concern when it came to ensuring the site worked well on mobile, with concessions having to be made to make up for autoplay not being implemented on all browsers.

Launched last summer, Adidas’s Ozweego silhouette was a new take on a shoe whose aesthetic reflects the aggressive design of the 1990s. Featuring material elements from its predecessors, the Ozweego model brought ADIPRENE technology into the present. And to mark the occasion in style, the brand partnered with Jam3 and online fashion magazine Hypebeast to create the homepage of the future (hypebeast.com/2019/8/ozweego).