The young people of Generation Z like playful expressions with distinctive personalities. They are fashionable and avant-garde and pursue "fun first". They dare to think and do and have super-burning creative enthusiasm. In order to encourage young people to freely display their unconstrained creativity and delve into local culture, at the end of 2021, adidas neo, which gathers players from all walks of life in Generation Z, launched the brand story "Play Creation Project" and "brain-connected" with many local young play creators. , creating five cute dolls. This year coincides with the 100th anniversary of Chinese animation, and adidas neo has started to "make trouble" again! The 2.0 version of the "Playful Creation Project" has been upgraded again. adidas neo has collaborated with the School of Film, Television and Animation Art of the China Academy of Art to tap the unlimited creativity of local young animators and create 4 cartoons with a creative spirit. Young animators used adidas neo's IP image "Adidas Neo" as design inspiration, and integrated local culture and brand play spirit to freely express their creativity.
In addition, adidas neo also cooperates with the School of Film, Television and Animation Art of the China Academy of Art on experimental animation project courses, and works with local young animators to try to use modern technology to interpret traditional animation techniques. In this cooperation, adidas neo hopes to use its own advantageous resources to provide a "stage" for these future animation people to show themselves, allowing young people to try more creative possibilities.
“Adidas Neo” transformed into the protagonists of 4 cartoons
Students from the School of Film, Television and Animation Art of China Academy of Art used various “creative magic” on adidas neo’s “Adidas Neo” in an attempt to turn inspiration and ideal scenes into Reality, through high-quality images, the audience is brought into another world to experience an immersive, pioneering and trendy fun experience. We strive to help you understand the young world through four cartoons. A stunning digital visual surge is coming!
1. Steampunk
This heartwarming and healing animation tells the story of the protagonist’s difficult journey to find his friend. The story begins with a "missing notice" and uses ups and downs of plot design to highlight the protagonist's cherishment of friendship. The thick or light steam lingering in the painting reflects the complex inner world of the protagonist. The gray and black tones present a cool technological style. The dark appearance of the characters and the innocent and warm hearts of the characters form a strong "contrast". The funny techniques and punk style images are used to create an intriguing friendship story.
2. Divine Beast Village
This animation is inspired by the "four mythical beasts" in traditional Chinese mythology, and cleverly integrates local culture and modern trends. Whether it is the dreamy sky, the deep blue sea, or the human landscape, they are all modern expressions of the images and stories of the four mythical beasts: "Green Dragon, White Tiger, Suzaku, and Xuanwu". The strong national style elements, saturated and gorgeous tones, and diverse scene designs all reflect the youthful atmosphere of trend, creativity, fun, and vitality, which is highly consistent with the core of the adidas neo brand.
3. Street Boys
This animation uses a wonderful encounter between three dolls to interpret the story of a surreal "street boy" in a humorous way. The dolls have short, nimble limbs and round and cute figures, and their naughty and funny ideas are revealed in their movements. Their macaron colors are full of high-end and fashionable atmosphere, which fashion lovers cannot refuse. Smooth transition effects, dynamic music, and fashionable elements can be seen everywhere, aiming to convey the current positive and optimistic life status of young people and their pursuit of freely expressing their true self.
4. Gugugu’s Dream
This animation tells the story about young people’s dreams. The pictures vividly show young people’s wild imagination about skateboarding, stage and music. Fresh and bold colors combined with rhythmic BGM show young people's imagination of dreams through interesting dynamic effects. The delicate scene design creates a youthful dream-chasing atmosphere. adidas neo aims to encourage Generation Z to work hard, play with the world, and unleash their "superpowers".
The cartoon protagonist transformed into the new partner of "NEO cultural shirt"
This cooperation not only brought creative cartoons, but also integrated the animated protagonists designed by the students into the clothing design, allowing the students to experience the fun of product design first-hand. The "Playing Chuangni Doll Project" series is based on the various summer classic styles of adidas neo. It uses the protagonist image of the cartoon through imaginative secondary processing, and cleverly integrates the current hard-core cultural slogans of young people. Such as "the wings are strong" and "the head is quite strong", etc., the text design full of oriental feeling is eye-catching and charming, conveying the contagious fun of play. The high-quality fabric is soft and comfortable, the crisp and casual style accommodates a variety of body shapes, and the sleeveless version adds a refreshing atmosphere! The rich and colorful colors create a sense of street atmosphere, and a variety of designs with both styling and playability are expected to refresh this summer's fashion.
This series of new products will be officially launched in July 2022. Attitude young people, hurry up! Come and mark these T-shirts that combine summer refreshing and cool personality. Adidas neo plays with fashionable "kung fu" to help you become a "real leader" in the trend world.
"Play Chuangni Doll Project" series of new clothing
Since the establishment of its own brand, adidas neo has fully understood the young group, while also continuing to explore the path of diversified and personalized development, looking forward to becoming a young person who is beautiful, interesting and playful. , a meaningful "close friend" and "perfect partner". In the future, adidas neo will continue to resonate with young people, continue to look for young Chinese play creators, and strive to provide a stage to help the multicultural development of Chinese local youth.
About adidas neo
adidas neo is a sports fashion series under Adidas. It is a sports and leisure brand dedicated to bringing fashion elements and fresh experiences to young consumer groups. This series adheres to the brand spirit of youthful vitality and optimism. The product design is dynamic and fresh, which well interprets the "creative joy" of young people in the new era.
About Adidas
Adidas is one of the world's famous sports brands. The company is headquartered in Herzogenaurach, Germany, and has more than 61,000 employees worldwide. Adidas registered a wholly-owned subsidiary in China in 1997. Greater China is one of Adidas' three global strategic markets. Shanghai and Beijing have been included in the company's 12 key cities around the world. Currently, Adidas has more than 12,000 stores in China, including seven brand centers in Beijing, Shanghai, Chongqing, Shenzhen and Taipei, as well as a series of unique and specialized stores. The company has more than 10,000 employees in China.
