Michael Martínez

The Flip→ Adidas

The Flip is a conceptual campaign inspired by the statistics surrounding gender inequality in youth sports. The adidas logo is reinterpreted through a simple rotation that visualizes the ambition of reversing those numbers, allowing the smallest percentage to become the strongest direction. The result is a graphic system where the brand itself becomes a visual statement about opportunity, visibility, and representation.

Developed across posters, motion, outdoor media, and branded applications, the identity uses the iconic three stripes as a recurring graphic element that carries the idea consistently across every touchpoint.

Bogota, Colombia.

Client
Adidas
Copywriting
Camila OrdonezValeria SilvaSebastian SuarezNicolas Martinez
Design
Michael Martinez
Editing
Juan Barrera
Motion Graphic
Ricardo Solano
A high jumper clearing the bar, crossed by the rotated adidas stripe
A gymnast mid-flip over the rotated adidas stripe
A young boxer in a red headguard, gloves raised
An adidas boot on red beside a footballer shouting on the pitch
A basketball player shouting beside a runner in adidas leggings
The Flip poster, red — the stripe as a high-jump bar
The Flip poster, green — the stripe as a hockey stick
The Flip poster, blue — the stripe as a swimming lane
The three Flip posters side by side
The poster triptych on a lit wall in an underpass
The green poster on a street-side billboard
The blue poster underwater beside the red poster on a wall
An adidas store facade with the rotated logo in relief