The Stan Smith is one of adidas Originals’ most recognisable silhouettes, but years of inconsistent execution had diluted its distinct identity across retail, digital and campaign environments. As competitors continued to redefine the lifestyle footwear category, there was an opportunity to reposition Stan Smith for a new generation while reinforcing its status as a cultural icon.

Working with the team at MAIA, we developed a refined creative framework that re-established the visual world of Stan Smith across every touchpoint. Inspired by the shoe’s understated design and enduring appeal, the identity balanced premium minimalism with contemporary cultural relevance, creating a more distinctive and cohesive brand experience.

The resulting system was applied across campaigns, retail environments, digital platforms, activations and the adidas app, providing clear creative direction and ensuring consistency across global markets while strengthening the franchise's position within the Originals portfolio.