Harden Vol. 4adidas Basketball
Studio Kamp Grizzly
Client adidas Basketball
Senior Designer Josh Eberhard
Designers Erica Belland + Katie Beasley
Creative Director Dan Portrait
Creative Strategist Amiri Rose
Photographers Kyle Hannon + Ibrahem Hasan
James Harden lives at the intersection of sport & culture. The brief from adidas Hoops was to celebrate James’ style on and off the court in this launch of the Harden Vol 4 Collection for FW19. The campaign launched with a film celebrating James’ enigmatic persona.
We created a bold visual identity for the campaign, leveraging strong, straightforward typography, a tight grid system, and a graphic use of color inspired by the four hero colorways: Barbershop, Pink Lemonade, Cookies ‘N Cream, and Candy Paint. We captured lifestyle and sport imagery alongside the film set—as well as a separate product shoot—to hero in the visual identity.
Harden Vol. 4 was the first campaign to launch under the larger adidas Basketball ‘Free to Create’ umbrella, and it helped set the visual expression of following campaigns under the ‘Free to Create’ banner.
Cookies ‘N Cream