Adidas Falcon —

A brand campaign inspired by the '97 Falcon DORF, featuring trailblazing female icons of the '90s.

About The Project

Inspired by the '97 Falcon DORF and remade for the modern sneaker head, the FW18 Falcon, FW18 Falcon sets the design tone for the next chapter in the Adidas Women's collection. Targeting a particularly open-minded generation born at the end of the last century.


- Collaborated with the design team and strategy+copy team to produce all deliverables for the campaigns including CLP comps, CRM, and onsite and app assets


Art Direction

Visual Design




Senior Art Director: Carla Johnson

Procuder: Suzanne Roath

Creative Strategist: Brian Austin

Flew Off The Shelves

FW18 Falcon was one of the most successful campaigns for Adidas. The initial release was sold out within 24 hours in the US and, within 48 hours in Western Europe. It had a total of 3 restocks. For the 3rd time ever, its women's footwear outsold men's footware on, thanks to the FW18 Falcon.

Connecting With The Female Sneakerhead

The FW18 Falcon Campaign successfully reached a generation of young women energized by rebellion, fun, and a desire to shape their own world. This was achieved through multiple touchpoints:, social media, the Adidas mobile app, and CRM.

Visually Engaging & Mobile First

The CLP for both Tease and Launch phase embraced uniques like the slider and selector carousels. Modules were made flexible and easy to navigate especially on mobile devices. As a result, FW18 Falcon CLP yielded 39% more engaging compared to campaign average and attracted more than 84% of CLP traffic from mobile.

The Need For Another Falcon Campaign

With the positive results from FW18 Campaign Season, Adidas wanted us to continue another campaign for Falcon, which was also a successful release.