The X18+ PureSpeed was not just a football boot, but a piece of advanced sports technology. The boot was designed for speed, stability, and comfort, featuring innovations such as a laceless upper, a low-cut CLAW COLLAR, an advanced SPEEDFRAME sole, a 3D SHAPED HEEL, and the SKELETAL WEAVE pattern.

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As the lead graphic designer and art director, my initial role was to conceptualize a design strategy that would highlight these unique features and appeal to our target audience - professional and aspiring footballers. We wanted to convey the idea of speed, precision, and the high-tech nature of the boot.

Collaborating with the marketing team, I helped devise and supervise the creative campaign. This involved crafting advertising materials that captured the boot's cutting-edge design and unrivaled performance capabilities. The narrative focused on the boot's ability to enhance a player's natural talents, thereby making them "the most fearsome players". I ensured that the X18+ PureSpeed's visual language was consistent with Adidas' overall brand identity. At the same time, I aimed to give it a unique identity that would set it apart from other football boots in the market

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