Tokyo 2020 was the first ever Olympics where adidas planned to produce reactive content.

They needed a modular design system and copy guide to help them respond to real-time events while navigating Olympic charter rules.

We created an in-depth guide of original, versatile copy. This sat alongside adaptable design templates for eight prepared scenarios - and every digital touchpoint. Including Social, App, CRM and Dotcom. The vector graphic behind the photographs is created from combining the court, pitch and track lines from different Olympic events.