A capsule release built around Ferg's archive. 11AM led concept, creative direction, photography, and global rollout — taking the project from mood board to merchandise in eighteen weeks.
"FERG helped carry adidas’s global “Calling All Creators” message, connecting sport, music and design in a culture-spanning brand film. Approach: The campaign brought 25 creators around one table, including Lionel Messi, David Beckham, Paul Pogba, James Harden, Pharrell Williams and others. FERG’s voice framed the call to break convention and shape sport culture. Outcome: A global adidas platform spanning film, television, social and digital, with an international rollout across more than 30 markets.
"It takes a true creator to make something out of nothing. It takes guts." — A$AP FERG