As part of its ongoing localization and youth engagement strategy in China, adidas launched FUTURE OF STYLE (FOS)—a pioneering brand and store concept designed for Tier-1 cities and Gen Z consumers. Positioned at the intersection of sport and streetwear, FOS aims to inspire self-expression through immersive retail experiences and seasonal product lines that blend performance with contemporary aesthetics.
To bring this vision to life, adidas partnered with LABBRAND to co-create a future-facing brand identity that resonates with local youth while staying true to adidas’ global DNA. Through visual concept boards, we inspired and fuled the process from identity creation to implememntation ideas,and developed a brand identification that was rooted in the existing store concept and truly captured FOS’s spirit of innovation, individuality, and cultural relevance.
Central to the visual transformation is the custom-designed FOS word mark, which retains the balanced, geometric strength of the classic adidas logo while introducing expressive, fluid forms that reflect Gen Z’s dynamic energy. LABBRAND refined the typography with asymmetrical shifts and angular accents to break visual symmetry—signifying movement, experimentation, and personal style.
Three logo formats—horizontal, vertical, and stacked—were developed to ensure consistent visibility and adaptability across retail environments and digital touchpoints. The identity system also includes interactive elements and dynamic media executions, such as GIF animations, 3D signage, and modular retail displays, enabling the brand to flex with context while maintaining coherence.
This approach not only elevates FOS’s visual distinction but also supports the brand to thrive across changing platforms and cultural scenarios.
While the project remained a conceptual exploration, the work provided adidas with a clear visual direction for expressing the FUTURE OF STYLE concept—enriching ongoing conversations around brand localization and how to engage younger audiences in the China market.
About adidas
Headquartered in Herzogenaurach, Germany, adidas is a global leader in the sporting goods industry with deep roots in sports culture and innovation. The company employs more than 62,000 people worldwide and reported net sales of approximately €23.7 billion in 2024. Guided by its mission to be the best sports brand in the world and its belief that “through sport, we have the power to change lives,” adidas develops performance and lifestyle products that combine functionality, design, and sustainability.
About LABBRAND
LABBRAND is a leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore, Kuala Lumpur), Europe (Paris), and North America (New York). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design, and verbal identity.
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