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adidas Primeknit

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Published on Jan 29, 2013

Knitting. Who knew old technology could be the key to future footwear?

adidas approached us to produce a video for adizero Primeknit, which takes a lighthearted look at the clever machinery used to create the shoe, proving that knitting isn't just for old ladies.

Narrated by the illustrious Peter Serafinowicz, we see the same machine knit an illustrated story of evil robots, laser pterodactyls and the ultimate lightweight and sustainable shoe, the adizero Primeknit. The result is an impressive 2-metre long knitted tapestry.

Illustrated by London-based artist Damien Weighill.
Directed by Dave Tree.

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