Adidas Design Award
|A DESIGN BY ALEXANDRA GARDNER
The British Fashion Council and leading sportswear brand adidas have joined forces for the first time in 2012, in search of new design talent to launch the adidas ‘London 2012 Design award collection’. The adidas London 2012 sportswear design award in association with the BFC Colleges Council asked course tutors from many of the UK’s leading design colleges to take part in this exciting design opportunity.
The brief was to design an inspirational and innovative collection for style conscious urban 16 - 28 year olds, which represents London during the 2012 Olympic and Paralympic Games. Specific guidelines from the London Organising Committee of the Olympic and Paralympic Games (LOCOG) were to use their design identity and colour palette.
A panel of industry judges chose the winning designs by Alexandra Gardner from Nottingham Trent University for her exceptional design ability and creative vision. Judges included representatives from adidas and the BFC as well as British Olympic athlete, Philips Idowu.
Alexandra was inspired by the work of artist Anish Kapoor who used large scale installations to reinvent old spaces. This concept was implemented by taking the heritage of the adidas brand and reinventing it with a fresh fashion approach.
"I chose to use the London 2012 inspired grid pattern conceptually as a representation of people coming together." - The Winner Alexandra Gardner
The one-off collection is available nationwide from adidas stores and retail partners from 18th May 2012.
For further information and high resolution images please contact Talk PR
Hannah George, Talk PR
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