ADAPT BB 2.0
For the second release of the auto-lacing basketball shoe, we wanted to dive deeper into the idea of ‘The Future of the Game’. We went all in on creating a digital world to stylistically tell the story of the next generation of basketball, and what it could look like. Taking it a step further, we worked with Grammy award-winning producer Boi-1da to create a unique music track to pair with this utopian future-forward world that we built to showcase the game. Animation and CG by Quentin Deronzier. Footwear photography by Maxime Guyon. Boi-1da video by Joe Bressler.