The Ultraboost 1.0 LCFP (Lower Carbon Footprint) is the first ever with a cageless design. The plastic cage has been replaced with a Primeknit upper, which lowers its carbon footprint and is a styling element that adidas has evolved into a dedicated silhouette. We were tasked with creating a global toolkit that highlights these new minimalist design markers. 👟

The creative direction brings to life this new USP - the Primeknit material of the shoe is used as the main visual storytelling element. The whole environment around the product is taken over by threads, creating an embroidered, fabric landscape for the product to sit in, whilst highlighting the key features, material, and the Primeknit method of reducing those multiple parts into a single continuous woven piece.