Budweiser | Fanthletics
Have you ever thought about the amount of strength, sweat, and dedication it takes to raise a music fan on your shoulders, run for the next stage, or even swim over a crowd? And, yet, concertgoers are being completely ignored during this sports season. But not by Budweiser, the official beer of the world's greatest festivals. So that's our ode to them. For those who don't do it for the medals, but they sure deserve it. Nevertheless, there's an athlete in every music fan.
+5000
images researched
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contacted fans
1
FBI detective hired
+46 emails
exchanged with
Queen band's lawyers
After "sports", what is the second most important thing about a worldwide sports event such as the Olympic Games? Fashion. Since all nations have their own delegation with their own stylish uniform, we figure that our delegation -aka all music fans around the globe- need their own uniform too.
In partnership with Pace, one of Brazil's hottest streetwear brands, we created a drip specially designed for fans: The Fanthletics Uniform. It has grips on the shoulders to carry other fans, reinforced knees for sliding in the mud, and thermal pockets for cooling their Buds, everything they need to endure days of music festivals.
My role: Concept, Art Direction and Design.
@Wieden+Kennedy