BIANCA BOSATRA
BIANCA BOSATRA
ADIDAS A-TYPE
Collection Launch
ROLE: Senior Account Manager | ATTTD Studios
CLIENT: adidas Originals
LAUNCH DATE: May 2026
PROJECT OVERVIEW
adidas Originals launched A-TYPE in 2024 as its first in-house ultra-premium collection, reimagining iconic archive pieces with luxury craftsmanship. The debut collection was exclusively available to friends of the brand, establishing A-TYPE's luxury positioning and scarcity mystique.
For the second collection in 2025, the project's goal was to develop the campaign vision and manage still life production supporting the launch. Unlike the first collection's pure friends-and-family exclusivity, the second collection expanded to select retail partner spaces (Slam Jam, ESSX, The Broken Arm, SSENSE, A Ma Maniére, Casestudy, GR8, Maxfield) while maintaining friends-and-family priority access with dedicated pieces, balancing wider availability with continued exclusivity.
STRATEGIC CHALLENGE
The second collection needed to evolve A-TYPE's visual language without abandoning the codes established by the debut collection. Key questions:
How to maintain luxury mystique while expanding to retail partner spaces? How to differentiate second collection visually from first collection? How to serve both wholesale partners (commercial product imagery) and friends-and-family seeding (aspirational exclusivity)?
VISUAL LANGUAGE EVOLUTION
Maintained first collection's premium aesthetic (clean backgrounds, detail-focused craftsmanship shots)
Introduced subtle evolution through new product composition, to reflect second collection's expanded availability
All-black monochromatic palette on milky white background reinforced elevated codes
CRAFTMANSHIP STORYTELLING
Detail shots highlighting Italian craftsmanship: debossed canvas texture, cashmere lace weave, silver hardware engravings, leather grain quality
Photography communicating premium value justifying $850-$2,700 pricing
KEY RESULTS
Successfully developed campaign vision differentiating second collection while maintaining A-TYPE's luxury codes;
Delivered comprehensive asset package supporting retail partner launch (wholesale imagery) and aspirational seeding materials;
Wholesale imagery enabled Slam Jam, ESSX, The Broken Arm, SSENSE, and other partners to merchandise A-TYPE consistent with luxury positioning;
Photography reinforced A-TYPE's positioning as adidas' first in-house luxury offering, distinct from mass-market Originals;
Detail shots communicated Italian craftsmanship justifying premium pricing ($850-$2,700);
Campaign vision successfully balanced retail expansion with continued exclusivity mystique;
Project completed on time and on brief with zero major revisions, demonstrating effective account management and client collaboration.
