Maite intro

Adimatic Mid by Maité

Global campaign creation work for the adidas Adimatic Mid by Maité.

Building an exciting, vivid and out-there campaign for Maité Steenhoudt’s latest colourway needed some wild thinking. Given Maité’s character and the fact that the shoes colours were based off her favourite anime character, we applied a heavy Japanese influence to the project.

Maite On Body Arcade 4 small
Maite On Body Arcade 10 small

Shooting the campaign stills and accompanying video part in Osaka and Tokyo, we wanted to push the anime narrative even further, so we collaborated with visual artist Marcel Sygula to create a 3D Maité anime character that would live throughout the campaign from animated skate clip to retail assets.

Maite intro full screen

Further touches were a 90s video game inspired logo lock-up and key visuals laid out in an anime cartoon style to further push the narrative. The tone and style of the campaign perfectly matched both Maité’s style and character and the Adimatic product.


The campaign was launched at the adidas Originals Harajuku store, with film premiere moment before a global rollout on adidas Skateboarding social channels.