Introducing Trae Young 1

The 2021 NBA playoffs were Trae Young’s coming out party, minting his status as an NBA superstar. It was the perfect moment to introduce his brand to the world. Luckily his breakout performances coincided with the release of his very first signature shoe with adidas, with a little boost from Atlanta's very own, Quavo. 

Directed by Anthony Mandler
Edited by Josh Hegard
With Ben Bliss, Mariya Munsey

Client: adidas
Role: Creative Direction
Agency: Cartwright

Little Black Book
Adweek
Hypebeast
Sneakernews
Nice Kicks
SLAM
Sole Collector
Bleacher Report
Sports Illustrated
Reddit

Be The One

At every competitive level, Trae Young was the 1 who stood apart. The 1 who proved different is what dominates. Of the millions of hoopers out there, he rose because he saw possibility in the impossible chance of becoming an elite player, making himself the 1 in whatever-the-odds, and inspiring the next generation to be the ones who do everything different. 

Trae's Visual World

Trae and Atlanta are incomparable. The campaign photography brings their uniqueness to life. Each key visual features multiple Traes in different poses and signature gear that highlight different dimensions of his personality while establishing his connection to the cultural fabric of the City. Trae is in iconic Atlanta spots including State Farm Arena, The Varsity Diner, and the outdoor Central Park Courts where he inspires the next generation. Complete with extensive visual guidelines across adidas' global markets, with a custom wordmark for the first signature shoe.

Photography by Anthony Mandler
Retouching by Bespoke