IN PARTNERSHIP WITH ADIDAS
In collaboration with VICE, we asked twenty young athletes, artists, and activists around the world what power means to them and how it will continue to shape their future. Their responses have been unaltered and reflect the spirit of this new generation.
This look into part of Gen Z, across six countries and over a dozen distinct sports, provides insight into what truly matters to our future generation, specifically through the lens of power. Their responses to prompts, media, images and more are documented as a printed resource + companion website for Adidas SS23 campaign research. We gathered stats and data from a VICE Voices Survey study that explores the context of power from the perspective of youth. The results serve as an internal resource to further Adidas' mission to understand the Gen Z consumer.
This look into part of Gen Z, across six countries and over a dozen distinct sports, provides insight into what truly matters to our future generation, specifically through the lens of power. Their responses to prompts, media, images and more are documented as a printed resource + companion website for Adidas SS23 campaign research. We gathered stats and data from a VICE Voices Survey study that explores the context of power from the perspective of youth. The results serve as an internal resource to further Adidas' mission to understand the Gen Z consumer.
Art Direction + Graphic Design + UI Design
100+ page book and companion website
Co-Designer: Nouhtrang Thao | Creative Direction: Ethan Fudge
Co-Designer: Nouhtrang Thao | Creative Direction: Ethan Fudge
Portraits of Power Book contains journal entries from talent and condensed statistics from VICE Voices Surveys
We spoke to twenty young athletes, artists, and activists across six markets and over a dozen different sports around the world about what power means to them. Together, their answers, along with their unedited, self-shot photography, come together to create a series of diverse and meaningful Portraits of Power today.
User journey of companion website
