Adidas Olympics 2012

Adidas Olympics – Stella McCartney 2012 Brief

Objective:

To enlist top creative director Kwame Knight to conceptualise and choreograph a dynamic fashion and dance show for the press launch of Adidas as the official Team GB sportswear partner for the 2012 Olympics.

The collection, designed by Stella McCartney, to be showcased to highlight performance and style.

Implementation:

Creative Director Kwame Knight was tasked with choreographing the highly anticipated Adidas Olympics 2012 launch fashion show, which revealed the official Team GB sportswear collection.

Designed by renowned British designer Stella McCartney, the collection was the most comprehensive ever produced for a national team, blending cutting-edge performance technology with iconic British style.

Kwame's choreography was integral to the show's success. His approach emphasised both the form and function of the sportswear, ensuring that the athletes and models looked stylish and highlighted the kit's functional aspects.

By selecting athletic dancers and models, Kwame brought the clothing to life in an engaging and visually striking way.

The carefully chosen music, paired with a mix of structured dance and catwalk choreography, created a perfect balance of high-energy performance and fashion.

The show expertly conveyed the spirit of the 2012 Olympics, blending athleticism with the flair of McCartney's design, making the Adidas Olympics 2012 launch an unforgettable experience.