TECHFIT and ClimaCool
Gettin' Fit and Stayin' Cool
Adidas AG engaged STRUCK to design and develop an online experience for the 2009 line of TECHFIT™ and ClimaCool™ apparel. The design mimics the morphing and scaling of the TECHFIT Powerwebs. We’ve used a unique and complex liquid layout that keeps the content together while allowing the website to expand/contract fluidly. Video footage of the athletes was captured using an ultra high-speed Phantom camera. The idea is to take each athlete beyond 100% by watching all of the video content. And the product will take care of the additional percentage. The motion pieces for each athlete’s landing page were created from a single still photograph. Papervision 3D controls the line and title copy and the hi-res videos expand with the screen.