adidas have been working on this shoe for over a decade and they wanted us, for the first time ever in the brand, to document the process of product development as it was happening.

Working very closely with the team at Brand Design, their head marketing department, we developed a treatment and concept for the project. It was important to adidas to make this story feel real and we agreed not to shy away from the reality of such a challenging process.

With 6-months of work across Germany, China, the USA, the Netherlands and the UK, we took a dedicated team to film interviews, meetings, tests, factories, running and a whole range of highly confidential IP to really get behind the scenes of how adidas create.

We wanted to capture never-before-seen processes and uncover the truth behind how hard this journey has been for adidas.