The AE 1—Anthony Edwards’ first signature shoe by adidas Basketball. If you don’t believe in yourself, who will? Believe That.
ⓘ Design Direction → 2023
Ant is the definition of a generational basketball player—the innate athleticism, charisma and leadership, coupled with immense humility and realness. There’s no one quite like him, on and off the court, and to show the magnitude of his self belief, we created a Design system heavily influenced by the very place that saw him evolve—A t l a n t a.
Working with the Johannes Leonardo team and director Onda, we created an ownable, 100% Ant—peach world as the setting for story-driven brand films and stills.
The System
Our system stems from Ant’s own duality. The ability to switch ON when needed, but be real, calm and collected otherwise.
It’s built to accommodate modular imagery, hyper-cropped stills, bold headlines and soft captions, reflective of Ant’s energy—fast, powerful, yet effortlessly flowy and methodical.
The typography and image system, adapted from adidas’ broader brand guidelines, flexes across a full Brand campaign with OOH, Social, retail placements, bespoke activations and executions throughout the regular season (upon shoe launch) and throughout the postseason.
