The client brief was to create t-shirt concepts for North America business. This was not meant to be sport specific, but emphasize the love of sports and training, with a winning attitude.
Acceptance and encouragement for potential athletes’ fanaticism, or a healthy passion verging on obsession towards sports activity is celebrated here.
A checklist based on a simple criteria for success for a sports aficionado. If you do all these things, that’s a definitive demonstration of love for your sport.
I’m like an army of one, because I train so hard. I was inspired by Russian constructivism and Bjork’s “Army Of Me.”
This design concept parallels one’s athletic potential to The Bionic Man. It also ties in the brand’s technological advancements, suggesting a relationship between a consumer’s experience and the advancement of the brand’s technology.