adidas has a very distinct visual language. Where did you feel most comfortable bending or distorting those codes?
For this collection, what we’re really talking about is Qi Flow – harmony, the subconscious, and the person within you. That idea naturally informed where and how we could bend adidas’ visual codes. The world building is very much geared toward that inner space, and for me personally, this has been a journey of learning how to detach from the self and look more closely at your core, your soul, your spirit.
With this collection and series, we are trying to understand what’s visible and what isn’t: unseen energies, unseen rules, and dimensions that exist beyond what’s immediately in front of us. I wanted to translate that into the work, to add dimensions through the design language, and the way the story is told.
That’s where the distortion comes in: creating a yin-yang flow between future and past, conscious and subconscious, awake and asleep. Those dualities show up in the collection’s tones, the textures, and the overall mood, carried through not just in the product itself, but also in the marketing and how the world around the collection is expressed.