Adidas unveiled the most advanced shoe ever. Called "1", the shoe provides “intelligent cushioning” by automatically and continuously adjusting itself. It does so by sensing the cushioning level, using a sensor and a magnet. It then understands whether the cushioning level is too soft or too firm via a small computer and adapts with a motor-driven cable system to provide the correct cushioning throughout the run. 

At WIRED MAGAZINE forming this partnership between Adidas and WIRED was a sure fit. My thinking was have their shoe die-cut along with having an exploded view so readers can be free to explore the shoe first hand. The computer added technology within the shoe was on brand and was easily understood by the affluent reader of WIRED. To continue the partnership we offered ADIDAS a front row seat in our annual WIRED pop-up holiday store where we featured products in a showcase of the top tech gift ideas of the year that are leading the industry. 

This ad campaign ran in the pages of WIRED and RUNNERS WORLD.

Creative Director: Print AD campaign strategy / Two Page Gatefold