Upfront

Nov
2012

My Adidas




Some people love a parade but 20/20 loves a design contest. And that’s just what Adidas Eyewear did recently in a quest to deliver a limited edition Santiago style. Specifically, designers from all over the world were given the chance to demonstrate their creativity by coming up with eyewear suiting their individual style. Competition was intense with nearly 2,000 concepts submitted internationally, fueled in support excitement via nearly 11 million Facebook and Twitter mentions.

The decision on which designs will be produced was based on uniqueness, feasibility and appearance with all adding a very special touch to the existing eyewear collection.

Winner Alexandre Muner from Brazil is one of the artists with a concept now set for production. This full-time designer opted for a combination of opaque black and transparent crystal. “The aim of my design is to combine lightness and comfort,” explains Muner. “The boundary between light and dark reminds us of invisibility while at the same time conveying a kind of lightness.”

James Thomas Fields from the USA wins with an optical illusion of black and white lines exercising a fascinating effect. Fields worked on his design during a school break from his IT studies. “In my experiments, I work with black and white vector graphics, and these often create optical illusions,” according to Fields. “I used this concept for my Santiago. It looks cool, don’t you think?”

The third winning entry, from Tamir Baasanjav who lives in Mongolia, is based on a geometric snake structure. The 29-year-old graphic designer had previously submitted a successful entry in the Adidas Eyewear goggle design contest in 2010. “I wanted to create a simple look, but one that was exotic and a bit different at the same time. I came up with the idea of a python skin structure since it goes perfectly with the model and is unusual for eyewear design,” notes Baasanjav. The three golden rings in the frame reflect the iconic Adidas stripes.

All three winning designs will be limited editions via Adidas Eyewear from Silhouette and available globally in selected stores by May 2013. 
—James J. Spina

 

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