Adidas was about to launch "1", the most advanced running shoe ever. It would be one of the company's most important international launches in 2005.
Three years in highly confidential in-house development by the Adidas Innovation team in Portland and Herzogenaurach, the shoe was a secret project, known by only a few people even within Adidas. It was the first of its kind to provide "intelligent cushioning", based on a sensor and a microprocessor that would adjust the cushion while running. The microprocessor could make 5 million calculations per second, recognising your weignt, your running style and what kind of ground you were running on and adjusting the cushion systems accordingly.
MILK Germany was requested to develop Adidas 1 visual and verbal identity and packaging and we would support them in this project. The shoe was a prime example of the convergence process in which computers are embedded in everyday objects to enable them to play their role more effectively. We decided accordingly to position the brand in the hi-tech category and produce designs that would resemble the packaging and supporting materials of personal computers and similar devices.