Always libre
Developed as an unreleased campaign concept for adidas around the 2022 World Cup, Football Libre reimagines the brand’s football identity through the culture surrounding the game—not elite performance, but the joy, creativity, and community that emerge when football is played freely.
Drawing from Latin culture and the raw energy of vintage football zines, the concept moves away from the polished conventions of traditional sports marketing in favour of a DIY, grassroots visual language. Vibrant colour, expressive typography, and layered graphics capture a version of the game shaped by personality and passion rather than pressure.
By bringing nostalgic references into conversation with contemporary design, Football Libre shifts the focus from performance to participation—offering a more human, expressive, and culturally connected perspective on the world’s game.
adidas
SERVICES
Brand Strategy
Visual Identity
Creative Direction
Graphic System
2023
AGENCY
Sid Lee