adidas About to Blow

Art Direction and Campaign Branding


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adidas asked Dazzle Ship to create the branding and art direction for their Olympics 2012 campaign 'About to Blow'

adidas About to Blow campaign.

To celebrate the Olympics 2012, adidas paired up musicians with athletes and filmed a series of documentaries about their rise to fame. Dazzle Ship were asked to create a brand that encompassed the strategy and would help advertise the new line of 2012 tracksuits.

The sales of the tracksuit saw an immediate increase of 44% with a campaign reach of over 5million across online, print, TV and JD football. Since the project’s inception, all of the music artists have signed recording deals with major labels. Two of those chosen – Tinie Tempah and Mo Farah – cheered each other’s accomplishments as they hit their respective No.1 spot in both the charts and at the 2012 Olympics.


Client: adidas
Agency: Rewind
Art Direction: Dazzle Ship