adidas Collect

My first collaboration with adidas: a series of collectable A5 sneaker prints, with one included at random in every adidas.com order shipped across Europe.

The idea was simple. Turn a delivery box into a moment worth sharing. Customers never knew which card they'd get, a limited-edition adidas heart design gave them something rare to hunt for, and #adidascollect let them show off, swap duplicates and chase full sets.

What launched as a single set in 2017 ran for over two years, growing to more than 20 designs. It picked up coverage from Hypebeast and Complex, and complete sets still trade among collectors today, which might be my favourite outcome of the lot.