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Brief

Adidas is the official partner of FIFA since 1970. The deal allows Adidas to run World Cup-themed advertisement campaigns as well as sell official merchandise. The brief is to create a limited edition football shoe packaging for Adidas in partnership with FIFA world cup, Qatar 2022.

Secondary Research

Adidas

Qatar

FIFA

Primary

Research

Structured interviews

Needs

Wants

Desires

Ideation

3D Model

&

Prototype

Testing

process

"combining STREET and SPORTS"

3 strips

Black and White

Floral

Qatar

State of Qatar, a country in western Asia, is set to hold the 22nd edition of the FIFA world cup tournament.

State of art facilities being build for the tournament are inspired by Qatar's tradition and culture

FIFA

"It is a stage where the world comes together"

FIFA was established on May 21, 1904, by seven national associations — Belgium, Denmark, France, Netherlands, Spain, Sweden and Switzerland — to “promote the game of Association Football". today, It is the highest governing body of association football.

NEED

A packaging or a box to keep and transport shoes .
A Primary packaging

WANTS

A packaging strong enough to safeguard the shoes from external pressure.
A packaging meeting the expectation of displaying the product inside it.
Creating a expierence

DESIRES

Packaging giving a essence of football and the world cup in general.
Making the user feel special by a thank you card or a small artifact.
Adding value to the packaging : autograph of the players
Making the packaging reusable : converting it into a bag

Ideation

Inspiration : Singing Sand Dunes

Packaging box - Accessory pocket - Display platform

Broacher - Keychain - Miniature football field

Miniature Al Rihla official world cup ball - Bag

Design inspired by the famous singing sand dunes of Qatar keeping in mind the design language used by adidas, keeping it minimal and adding street to the sport.

The sporty uneven pattern giving the essence of the middle east and the adidas logo, handcrafted with hard wood, trying to give out a hidden story.

Miniature official world cup ball

Miniature football field

Broacher

Key chain / thank you card

Accessory pocket

Display unit (placement of the shoes)

Black canvas : converts the packaging into a small bag for carrying shoes with a accessory pocket (image on the right)

Turning into a bag

Packaging would be used for the Adidas Limited Edition Predator Edge Cleats (image on the left)

Minimal graphics on the main body
Graphics inspired by the flags of the countries playing the world cup in the thank you card
graphics inspired by street football of Qatar on the broacher

Graphics

Broacher (Information about the amazing collaboration of FIFA and adidas over years)
key chain (as a thank you card)
miniature official football (Al - Rihla)