Adidas Techfit Wins The FWA Site of the Day
FEB 12_2009
Salt Lake City, UT - We’re happy to announce that the TECHFIT™ microsite that we recently launched for adidas has won an FWA Site of the Day.
adidas’ new line of state-of-the-art men’s training gear known as TECHFIT™ utilizes hi-tech Powerwebs to enhance muscle performance during training sessions. adidas enlisted us to design and develop the site that exclusively speaks to these products. As a whole, the site conceptually revolves around visitors taking each athlete to 100% by watching all of the video content. Additional percentage is then added by TECHFIT, taking the featured athlete beyond what they would be able to do alone.
The site design mimics the morphing and scaling of the TECHFIT™ Powerwebs, and uses a unique and complex liquid layout to keep the content together—while still allowing the web site to expand/contract fluidly. Video footage of the athletes was captured using a high-speed Phantom camera and the motion pieces for each athlete's landing page were created from a single still photograph. Papervision 3D controls the line and title copy, and the large resolution videos expand with the screen to create an engaging user experience.
Our interactive team implemented a variety of design and development tactics to bring the site to life. The dynamic data-driven site required overarching programming on the back-end, while Flash and Papervision provide face-value aesthetics. The design allows visitors the convenient ability to browse both videos and products, and thus aligns with adidas strategy to blend entertainment and commerce.
TheFWA.com has been awarding the site of the day since June of 2000, and has since become the most coveted interactive award in the industry. Featured sites are selected daily on criteria of cutting-edge design, navigation, motion, and the use of technology. The FWA now enjoys the title of the most visited website award program in the history of the internet, with over 24 million visits (as of July 2007) and the traffic curve continues to rise. A new visitor hits the fwa every 2.27 seconds, 24 hours a day. The global audience reaches 181 different countries.
adidas’ new line of state-of-the-art men’s training gear known as TECHFIT™ utilizes hi-tech Powerwebs to enhance muscle performance during training sessions. adidas enlisted us to design and develop the site that exclusively speaks to these products. As a whole, the site conceptually revolves around visitors taking each athlete to 100% by watching all of the video content. Additional percentage is then added by TECHFIT, taking the featured athlete beyond what they would be able to do alone.
The site design mimics the morphing and scaling of the TECHFIT™ Powerwebs, and uses a unique and complex liquid layout to keep the content together—while still allowing the web site to expand/contract fluidly. Video footage of the athletes was captured using a high-speed Phantom camera and the motion pieces for each athlete's landing page were created from a single still photograph. Papervision 3D controls the line and title copy, and the large resolution videos expand with the screen to create an engaging user experience.
Our interactive team implemented a variety of design and development tactics to bring the site to life. The dynamic data-driven site required overarching programming on the back-end, while Flash and Papervision provide face-value aesthetics. The design allows visitors the convenient ability to browse both videos and products, and thus aligns with adidas strategy to blend entertainment and commerce.
TheFWA.com has been awarding the site of the day since June of 2000, and has since become the most coveted interactive award in the industry. Featured sites are selected daily on criteria of cutting-edge design, navigation, motion, and the use of technology. The FWA now enjoys the title of the most visited website award program in the history of the internet, with over 24 million visits (as of July 2007) and the traffic curve continues to rise. A new visitor hits the fwa every 2.27 seconds, 24 hours a day. The global audience reaches 181 different countries.