dark · fashion · sportswear · sans · uppercase · athletic · e-commerce · brutalist · monochrome
Adidas
Pure-black sport-utility, AdihausDIN/adidasFG uppercase, three-stripe geometry — the engineering canon for global sportswear.
By webdesignhot · www.adidas.com
$ npx design-md add adidas
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Adobe Creative-suite chrome — paper-white canvas, magenta-to-orange wordmark gradient, and Adobe Clean carrying every product grid. AgentKit Three swappable themes for AI agent products — editorial dark, daylight bright, fintech cool-blue. Airbnb Pure-white marketplace canvas with one Rausch coral and Cereal — generous photography, soft pills, modest type. Airtable White-canvas editorial workflow software with full-bleed coral and forest signature cards punctuating a near-black pill-CTA system. Alibaba Electric orange `#ff6a00` + dense merchant grids — the global B2B wholesale floor as a website. Amazon Smile-orange CTA, Amazon Ember sans, dense product grids — the canonical everything-store interface. Amazon Web Services Squid-ink navy with Smile-orange CTAs — the densest tile-portal on the cloud-platform internet. Anthropic Editorial broadsheet for AI safety — cream canvas, Anthropic Serif body, terracotta clay accent, magazine geometry. Apple White-canvas product theatre — SF Pro Text, 980px pill CTAs, and a single-blue accent system. Apple Music Pink-red gradient hero with album-grid kinesthetics — SF Pro precision, signature `#fa233b` brand pink, glassy dark canvas. Apple TV+ Pure-black cinematic theatre with SF Pro and ruthless minimalism — content as the only voice. Arc Browser-as-personality marketing — buttery cream canvas, Marlin Soft display, hand-tooled blue-and-coral palette. Are.na Bare grey-and-orange minimalism — a single Helvetica-class sans, hairline borders, and a stubborn refusal to optimise for engagement. Asana Approachable work management in soft purple — Asana Sans at modest weights with a rainbow accent palette and warm sky-tinted whitespace. Astro Cosmos navy canvas with violet-to-orange brand gradient — Mona Sans display, Inter body, Astro''s star-chart MPA framework dressed as an observatory dashboard. ASUS Republic of Gamers red `#cd0000` on black with bold sans — Taiwan engineering meets esports brutalism. Audi Vorsprung durch Technik on near-black — Audi Type sans, four-rings precision, and a near-monochrome canvas with `#bb0a30` reserved for sport. Auth0 Twilight-blue dark canvas with TWK Lausanne 300 display + Aeonik body — the original identity-platform aesthetic. Axiom Deep-navy observability with a cyan electric accent — Inter for body, JetBrains Mono for every event label, and a structural grid that reads as logs at planet scale. Axios Smart-brevity in chromatic form — blocky white canvas, Tiempos-flavored Atiza serif, signature `Why it matters:` time-bars and bullet-first prose. Base Coinbase-adjacent L2 minimalism — coinbaseSans on white, signature electric blue Baseten White canvas with Inter and a signature `#6c5ce7` purple — ML model deployment dressed in approachable workshop chrome. BBC News Signature BBC red (`#bb1919`), Reith Sans + Reith Serif, the global broadcaster authority typography of the world''s public-service news. Bear Off-white canvas, a custom bearsans display, a red bear icon, and tealish handwritten underlines — a Markdown notes app dressed as a Mac Pro magazine. beehiiv Aggressive black-on-yellow newsletter punch — heavy display sans, hyper-flat cards, and a `#ffd60a` highway-yellow that reads like a tabloid front page. Binance Trading-floor near-black with a single high-voltage Binance Yellow doing all the brand work — BinanceNova for type, BinancePlex for numbers. Bloomberg Iconic black-orange financial broadsheet — BWHaasHead headlines, AvenirNextPForBBG chrome, terminal-grade data density. Bluesky Sky-blue `#0085ff` on bright white with Inter sans — the AT-Protocol social network rendered as airy, federated, open. Blur Pure-black canvas, neon `#ff8700` orange voltage, and JetBrains-Mono-default everywhere — brutalist NFT trader terminal as competitive instrument. BMW Corporate-blue calm — BMW Type Next on a cream-tinted white, dark navy hero bands, and the M-stripe triplet in reserve. BMW M Performance black on M-blue/M-violet/M-red — the motorsport variant that turns BMW corporate into track-day theatre. Booking.com Deep-blue commerce engine — Bookin Sans on white, yellow CTA voltage, dense booking-funnel maximalism. Bose Pure black canvas, Helvetica restraint, and premium-audio confidence — sound presented as engineering art. Brex Cool grey-blue surfaces, magenta-to-purple-to-indigo gradient, Söhne 600 — fintech as fast, modern, slightly flashy. Bugatti French-engineered austerity — pure black canvas, three Bugatti typefaces, and full-bleed photography as the only voltage. Bun Cream canvas with chunky pink accents and the wide-eyed mascot — a JS runtime dressed as a 1970s bakery sign. Cal.com Open-source calendly with one bold custom font — Cal Sans on a soft `#f4f4f4` paper canvas. Calm Signature `#0066ff` deep blue + Aktiv Grotesk + meditation-deep cool atmospheric calm. Capacities Cream-yellow canvas, Inter at 700 with a Crimson Pro serif fallback, and a yellow underline as page ornament — a PKM that thinks like a sketchbook. Cartesia Bright clinical white with a single deep-blue action — voice-AI presented as scientific instrument rather than consumer product. Cash App Electric `#00d54b` green on near-black, Cash Sans monospace-flavoured geometry, and p2p-money youth aesthetic. Character.AI Cool zinc canvas, custom atHauss sans, and dark pill CTAs — a roleplay social product dressed in TikTok-grade neutrality. Chevrolet Gold-cross American classic — Louis sans on white with a `#cd9834` bowtie, a `#003876` corporate blue, and Camaro/Corvette red drama in reserve. Claude.ai Cream paper canvas, Anthropic Sans for body and Anthropic Serif for the headline — an AI assistant set in literary type. Clerk Geist + Suisse on near-black canvas with `#6c47ff` violet CTA — the drop-in-auth dev-tool aesthetic. ClickHouse Near-pure black canvas with electric yellow as the brand voltage — database performance dressed in voltmeter chrome. Cloudinary Media-API technical infrastructure in confident blue — Inter at modest weights with a deep navy-blue brand and a single chromatic accent for media moments. Cohere Stark white editorial canvas with deep green-black product bands and a CohereText/Unica77 type split. Coinbase Institutional-grade calm — pure white canvas, a single Coinbase Blue, and Coinbase Display set at weight 400 instead of 700. Composio Near-black canvas with deep-electric-blue voltage and a 2x2 terminal-mockup hero — agent infrastructure dressed as developer instrumentation. Corsair Yellow `#ffff00` lightning on black with Roboto — RGB-everything peripherals and PC components. Costco Warehouse blue + signature red, Helvetica utilitarian — bulk-buying signage translated to web. Coursera University-blue `#0056d2` on warm-white parchment with Source Sans — the canonical online-degree marketplace. Cursor Warm cream IDE-marketing — `#f7f7f4` canvas, `#26251e` ink, custom CursorGothic display, JetBrains Mono code, vivid orange accent. Datadog NationalWeb on white with the iconic `#632ca6` purple — observability dressed as an enterprise dashboard, structurally dense, chromatically restrained, multicolour where the data demands it. Deel A warm dark canvas with electric coral and orange accents — global payroll dressed as a confident product portrait. DeepSeek Deep-blue Chinese-tech minimalism — a research lab dressed in `#4d6bfe` and stark white space. Dell Pragmatic blue `#007db8` with custom Roboto-derivative — business-first PC commerce since the dorm room. Deno Inkwell black on warm white with the dinosaur mascot — TypeScript runtime as Eric Carle children's book. Descript Cream-pink canvas, a custom Brett display serif, and a wine-dark CTA — an AI video editor that ships like a magazine. Discord Indigo-ground hangout — gg sans body, ABC Ginto Nord display, 12-16px tile radii, white pill CTAs. Disney+ Deep navy gradient streaming hall with custom Inspire display sans and the unmistakable Disney+ wordmark arc. DoorDash Signature red-orange CTA, custom DoorDash Sans, delivery-funnel commerce — the dominant on-demand local marketplace. ElevenLabs Near-black voice-tech ground with white voice-wave aesthetic — Inter at studio scale, pill CTAs, and a single saturated accent that reads as both wayfinding and brand. Epic Games Pure-black canvas with custom Brutal Type / Heading Now display — Fortnite-saturated marketing meets PC-storefront merchandising. Ethereum Off-white canvas, ethereum-blue `#1c64f2` voltage, and Inter + serif duet — community-owned protocol as open documentation. Etsy Burnt-orange CTA, Graphik humanist sans, handcrafted-warmth aesthetic — the marketplace for makers and small batch. Excalidraw Literal hand-drawn whiteboard — wobbly SVG strokes, Virgil-style handwriting, and a deliberately primitive UI that turns digital sketching into nostalgia. Expedia Navy commerce + Mango yellow voltage — Expedia Sans, dense travel-funnel density with One Key loyalty colour-coding. Fantastical White paper, Effra geometric sans, full-round blue pills, and a rainbow of app-icon glass squares — a calendar app marketed like Apple''s Pro Apps. Ferrari Cinematic editorial in near-black — Rosso Corsa restraint, FerrariSans 500, and full-bleed cavallino photography. Figma Bright multi-color section bands with figmaSans display and figmaMono eyebrows — a marketing site that designs in scenes. Financial Times Salmon-pink page (`#fff1e5`) — the world''s most recognizable newspaper background, paired with Financier display + MetricWeb sans for global markets coverage. Fireworks AI Light canvas with Inter sans and a signature `#6720ff` purple-amber-orange spark — fast-inference platform dressed in speed-of-light kinetic chrome. Fly.io Mackinac display + Fragment Mono on a violet-saturated canvas — a PaaS that dresses like a small-press magazine. Ford American-truck heritage in corporate blue — Antenna sans, oval-script wordmark, and a deep `#003478` voltage that has carried the brand since 1927. Framer Black-on-white maximalism with electric gradient floods — Inter Display at heroic sizes, motion as a first-class material. Frontegg PP Neue Machina display + Neue Montreal body — plug-and-play user-management with deep-blue gravitas. Gemini (Google) Blue-into-violet gradient, Google Sans, soft Material 3 surfaces — Google''s house style applied to a chat interface. Ghost Warm-cream content CMS aesthetic — Inter for chrome, a soft serif for the writing surface, and a single confident green for action. GitHub Dark-canvas developer-platform marketing — Mona Sans variable headings, lime-green accent, near-black ground. GitHub Copilot Pure-white canvas, pure-black inverted CTAs, Mona Sans display — GitHub's editorial confidence applied to AI tooling. Grafana Dark observability canvas with the iconic `#f46800` orange — Inter for body, Roboto Mono everywhere a label hides, multi-colour chart palette ripped straight from a real dashboard. Granola White paper, a custom Quadrant book serif, and an olive-green CTA — an AI notepad that dresses like a stationery shop. Grubhub Friendly red-orange CTA, Sentinel display + Avenir body, dense delivery-app commerce — the long-running incumbent. HashiCorp Black canvas hosting a per-product color portfolio — Terraform purple, Vault yellow, Consul red, Waypoint cyan — multi-product identity made literal. Hashnode Developer publishing platform — deep navy canvas, electric blue brand, Inter sans + JetBrains Mono code chrome. HBO Max Deep purple-black premium streaming canvas with custom Sharp Grotesk and the unmistakable Max wordmark. Headspace Signature `#ffac1d` orange + custom round display + meditation-friendly playful warmth. Height AI-PM workspace dressed in chalk pastels — Inter at modest weights over a near-paper canvas, with a single confident accent and an AI-purple voltage moment. Honda Reliability-first restraint — HondaGlobalFont on white, signature red HP Cyan-blue `#0096d6` HP-circle on white with Forma DJR — the 84-year-old technology brand''s mainstream face. Hugging Face AI community canvas — deep blue-black ground, Source Sans Pro headlines, pill auth + 8px tile cards. Hulu Near-black canvas anchored on Hulu Green `#1ce783` with Graphik sans — the bright, cable-meets-streaming UI. IBM Carbon Design System made literal — pure-white canvas, IBM Plex Sans at light 300, square corners, and one assertive `#0f62fe` blue. Ideogram A bright white canvas with a single saturated violet cue — a typography-first AI image tool that lets the gallery do all the talking. Instacart Grocery-shopping-list practical — Instacart Sans on white, signature carrot green Kagi A premium search engine dressed in warm cream and Plex — the indie answer to ad-funded search. KAYAK Burnt-orange flight-search density — Open Sans on white, comparison-engine maximalism, price-graph data viz. Khan Academy Signature `#14bf96` mint green on white with Lato sans — free-for-everyone education in a warm, encouraging register. Kinde White canvas with Inter 72/500 display + dev-friendly pink-coral accent — the approachable auth-billing-access platform. Kit A cream newsletter canvas with a custom KitSans display, a Libre Franklin secondary, and a pastel-rainbow chip set — the editorial register reborn from ConvertKit. Kraken Kraken Purple `#7132f5` on white — Kraken-Brand display + Kraken-Product UI for a calmer, less-bombastic crypto exchange. Krea A pure-black studio with Suisse Intl set quietly at 60px — a creative-AI gallery that lets the work and the cobalt CTA carry the colour. Lamborghini Cathedral of darkness — true black canvas, Lamborghini Gold accents, and LamboType angled-terminal display. LangChain Deep navy canvas with Inter precision and a quietly confident teal accent — agent orchestration dressed as engineering documentation. Linear Dark-canvas product surface — pure-black ground, indigo accent, custom Inter weights, pill CTAs. LiveKit Realtime audio-video infra — Public Sans 300 weight on near-black, signature cyan LlamaIndex White canvas with Inter and a signature `#1b9aff` blue — RAG infrastructure dressed as a clean technical reference card. Logitech Soft consumer-tech blue gradients with Brown sans — design for the way you work, play, and create. Lovable Pink-into-violet gradient on white — vibe-coding dressed in playful, friendly chromatics. Magic Eden Mint-cream canvas, magenta-mint accent duet, and a custom Foundry display — Solana-native marketplace as boutique gallery. Mailchimp Cavendish-yellow chunkiness — a custom display serif (Cooper Light), the signature `#ffe01b` block, and a brand voice that hugs you while it ships campaigns. Mastercard Cream-canvas editorial fintech, circular-portrait orbits, MarkForMC at 450 weight — institutional-but-warm payments brand. MasterClass Pure-black cinema with custom display serif and editorial reverence — celebrity-instructor learning as a premium streaming product. Medium Editorial reading-first publishing — magazine-grade serif body, GT Super display, signature green-on-white pill CTAs. Mercedes-Benz Three-pointed-star authority — MBCorpo on near-black canvas, silver-blue Mercury A near-pure white canvas with a literary serif headline and a signature mercury-mint accent — banking dressed as a quiet magazine. Meta Optimistic blue (#0467df) on a white corporate canvas — Optimistic Display headlines, generous space, social-platform conglomerate at rest. Microsoft Fluent surfaces — off-white canvas, Segoe UI Variable Display, and a Cortana-blue action color carrying every product. Midjourney A deep cosmic canvas where JetBrains Mono headlines float over a wide-gamut OKLCH rainbow — a research lab dressed as a chapel. MiniMax Stark monochrome canvas broken open by vibrant gradient product cards — coral, magenta, blue, purple as model identity. Mintlify Documentation-platform marketing — pure white canvas, mint-green accent, Inter at tight tracking, near-black pill CTAs. Miro Canary-yellow Mistral Butter-yellow canvas, Arial as a deliberate anti-tech statement, and zero-radius rectangles — French AI as a brutalist art-school manifesto. Modal Serverless GPU infra in lime-green — `#0c0c0c` canvas, electric `#7fee64` accent, custom Modal Mono on every chip and code block. Monday.com Project management in confident red-pink — Poppins display at bold weights with a colorful saturated palette and a playfully energetic visual rhythm. MongoDB Signature MongoDB green Motion AI-calendar productivity in green-and-purple — Inter at modest weights with a green-to-purple voltage gradient signaling the AI scheduler, anchored by a clean white canvas. MSI Dragon-red `#ff0000` on jet black with bold display sans — the Taipei dragon-heritage gaming hardware brand. Mux Video API for developers — Aeonik on light-cream, Rotonto display, JetBrainsMono CTAs, sharp 0px corners. Neon Serverless Postgres dressed in late-night green — a near-black canvas with a single electric mint accent. Netflix Pure-black streaming theatre with signature `#e50914` red and Netflix Sans — the canonical media-tile grid. Nike Pure black, pure white, Helvetica Now — pill CTAs and full-bleed athletic photography on a single soft cloud gray. Notion Off-white canvas with Lyon serif accents and a custom NotionInter — a workspace dressed as a literary magazine. Nuxt Forest-green `#00dc82` glow on a near-black canvas — Vue-flavored warmth dressed for the cosmos. NVIDIA Engineering-grade canvas — pure black hero / paper-white body / one violently saturated `#76b900` green that carries every CTA and corner square. Omnivore Open-source read-it-later — near-white reading canvas, focused emerald-on-paper brand, archival elegance after the Eleven Labs sunset. OpenAI Pure white canvas, OpenAI Sans set in calm 500-weight, and a single black pill for the only action that matters — try ChatGPT. OpenRouter Pure-black canvas with custom display typography and pragmatic mono — LLM-router infrastructure dressed as a terminal billing dashboard. OpenSea Pure-black canvas, electric `#2081e2` blue, and Inter at trader-pro density — the original NFT marketplace as financial terminal. Optimism Pure-white canvas, signature `#ff0420` red voltage, and Inter at confident L2 register — Ethereum rollup as bold optimistic infrastructure. Ory White canvas with Inter 48/400 display + signature deep-navy `#0f172a` CTA — open-source-first identity for technical teams. Oura Pure-black canvas with Inter precision and gold-stamped scores — the premium-ring health-precision aesthetic. Paper Website A literal sheet-of-paper website — single literary serif, off-white sheet canvas, narrow reading columns, ink-blue links. PayPal Dual-blue corporate trust — PayPal Sans Big over white, with a deep-navy ink and a sky-blue counterpoint. Peloton Signature `#cb1e4e` red on midnight ink, Inter display, instructor-led premium-fitness storefront. Perplexity Cream paper canvas, custom pplxSans, and the unmistakable Tropic-cyan accent — a reference-library answer engine dressed in warm tones. Pinecone White canvas with Inter and a signature `#1cb0d0` cyan — vector database technical-marketing dressed in clean blueprint chrome. Plaid Pale blue trust on white, classical Stripe-adjacent type, and a Benjamin-Franklin-as-mascot moment of personality. Plain B2B support tool with a Dinamo grotesk and a single radioactive `#1ad379` action — Linear-restraint applied to support. PlanetScale Pure-black canvas, blood-red accent, mono-set numerals — a database brand styled like a financial terminal. Polar Dev-tool obsidian — 8rem editorial display headlines, indigo accents, Louize serif moments. Polygon Deep purple `#8247e5` voltage, soft surface ladder, and Inter at enterprise calm — Ethereum L2 as institutional infrastructure. Porsche Engineering-purity black-on-white — Porsche Next at 96px regular, Rosso PostHog Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss. Postmark Postal-yellow #ffde00 + warm-black #1c1d1f + paper-white canvas — the transactional email API designed like a friendly post office sign. Prime Video Amazon-blue streaming canvas with Ember sans and the dense, utility-first marketplace UI vocabulary. PropelAuth White canvas with SF Pro Rounded display 60/900 + deep-navy ink — B2B multi-tenant auth with Apple-tinted polish. Qwik Electric purple-to-blue gradient on near-black — resumable execution dressed as a lightning bolt. Railway Ship software peacefully — IBM Plex Serif headlines on a deep eggplant canvas, with a single confident violet for action. Raindrop.io White paper, system-ui sans, soft watercolor blob backgrounds, and a vivid `#0b7ed0` blue CTA — a bookmark manager that ships like a creative-tool sketch. Ramp Off-yellow `#fcfb70` and black-on-white editorial — finance ops dressed as a printed annual report. Raycast Near-black canvas, glowing keycaps, monospaced shortcut chips — a marketing site that thinks like a launcher. Razer Neon `#44d62c` snake-green on jet black with Roboto — the For Gamers, By Gamers visual signature. Readwise Pastel-orange book-club warmth — soft cream canvas, friendly Tiempos serif accents, and a tangerine that signals 'this is your library.' Reddit Front-page-of-the-internet orange — community-card density, IBM Plex Sans display, and a confident Remix Signature `#3992ff` blue on pure white with Inter — a nested-routes web framework dressed as a manifesto poster. Render Lavender on white — a PaaS that swapped Heroku purple for a candy-bright #8a05ff and kept the airy whitespace. Replicate AI-API marketing — light page chrome, dark hero canvas, rb-Freigeist Neue display, JetBrains Mono code, sharp 0px corners. Replit Saturated turquoise on `#0e1525` ink — the cloud-IDE aesthetic with IBM Plex DNA and a JetBrains Mono soul. Resend Pure-black canvas with Domaine Display serif at 96px and Commit Mono code chips — email infra that thinks in italics. Retool Pragmatic blue #3a55fc + Inter + dense product mocks — the internal-tool platform that designed itself like a well-organised admin panel. Reuters Global newswire restraint — signature orange (`#ff8000`), Knowledge Medium custom sans, broadsheet rigor for the world''s oldest news agency. Riot Games Crimson `#d13639` red on near-black with custom Riot Beam display — esports-tournament drama and competitive-MOBA editorial. Rive Chunky animated display type and saturated playful colour — interactive graphics platform that wears its motion design on its sleeve. Roblox Bright `#ed1d24` red on white with Builder Sans — the youth-block-builder playground turned multi-billion-game social platform. RunPod Deep slate canvas with Inter and a signature `#673ab7` purple — accessible GPU cloud dressed in friendly developer chrome. Runway A near-black research canvas with ABC Normal headlines pulled tight at -2.5px — a film studio, an ML lab, and a brutalist gallery in one shell. Salesforce Cloud-trust dashboards — Salesforce Sans on a sky-blue ground, with Astro the bear standing guard over a dense CRM portal. SAP Enterprise-ERP precision in cobalt — SAP72 sans, signal-blue accents, and a calm white canvas built for trust. Segment Twilio Segment's customer-data-platform canvas — Whitney SSm humanist sans, navy-on-white, single confident `#1866ee` blue. Semafor Paper-cream canvas (`#f8f5d7`) with FeatureFlatHeadline serif and signature flag-style topic columns — global-news editorial built for the post-Twitter era. SendGrid Functional API-blue on white — the email-platform dashboard aesthetic, now folded under the Twilio umbrella. Sentry Deep-aubergine observability — Dammit Sans display, Rubik body, JetBrains Mono code, signature violet #7553ff and pill CTAs. shadcn/ui Copy-paste components in pure black-on-white — the most influential design system not actually shipped as a library. Shopify Dark-first commerce theatre — 96px NeueHaasGrotesk at weight 330, electric mint focus rings, and stacked multi-layer shadows. Signal Privacy-first messaging in `#3a76f0` Signal blue with Inter sans — minimal, ad-free, end-to-end-encrypted by default. Slack Aubergine workspace marketing — Salesforce-Avant-Garde headlines, all-caps 4px CTAs, white canvas with `#4a154b` accents. SolidJS Deep navy with a blue-to-cyan brand gradient — reactive primitives dressed as a circuit diagram. Sonos Pure black canvas, Inter typography, and audio-system minimalism — speakers presented as gallery objects. SoundCloud Signature `#ff5500` orange on `#f2f2f2` paper with Interstate sans — waveform-first audio social UI. SpaceX Pure-black cinematic photography, D-DIN aerospace stencil type, ghost-button minimalism — the interface disappears. Spotify Electric `#1ed760` green on near-black canvas with Spotify Mix sans — the canonical streaming-audio tile grid. Square Pure black on pure white, Square Sans grids, and retail-POS minimalism — commerce as black-and-white geometry. Starbucks Forest-green storefront — SoDoSans, full-pill buttons, warm-cream canvas, and a floating Frap CTA the brand calls home. Steam Deep blue-gray `#1b2838` with Motiva Sans — the utilitarian PC-gaming library that runs the world's largest digital storefront. SteelSeries Esports orange `#ff6900` on near-black with Inter — Danish precision peripherals for competitive play. Strava Signature `#fc4c02` orange + Inter on white — endurance-athlete data-driven storefront with map-overlay heritage. Stripe Editorial fintech polish — light Söhne headlines at weight 300, navy-not-black text, signature `#533afd` purple CTAs. Stytch Paper-cream canvas with Booton display + Chivo Mono body — passwordless-modern auth, joined Twilio. Substack Magazine-on-the-internet — Spectral serif body at 19px, Cahuenga display, signature `#ff6719` orange CTAs. Suno A near-black booth with cream Neue Montreal and a hot-pink cue light — a music studio, a record sleeve, and a chat app fused into one canvas. Sunsama Thoughtful daily planning in warm cream and ink — Inter at modest weights over a paper-cream canvas with sage and rose accents and a calm, unhurried voice. Supabase Off-black canvas, signature emerald `#3ecf8e`, Circular as display, Postgres-grade type discipline. Superhuman White paper canvas, a custom Super Sans variable, and a single confident lavender — premium email dressed as a stationery brand. Supreme Box-logo red, Courier monospace, skate-deadpan minimalism — the most influential streetwear store on the web. Svelte Hot orange #ff3e00 against clean white with a confident sans — the framework that wears its flame as a wordmark. Tailwind CSS The system applied to itself — Inter Variable on white canvas, signature cyan #06b6d4, every component built from Tailwind utilities. Tana Pure black canvas, a custom tanaClassic serif at 83px, and a pale-pistachio CTA — a knowledge graph dressed as a literary supplement. Target Bullseye red CTA, Helvetica Neue, photographic hero — friendly mass-market design with confident chromatic restraint. Telegram Cloud-blue messaging — Tesla Cinematic showroom on white — one Electric Blue CTA, Universal Sans, and viewport-height car photography. The Atlantic Modern serif headlines on cream-paper, signature Atlantic orange `#fbb33b`, long-form magazine reading rendered for the web. The Economist Deep cinnabar red `#e3120b`, Milo serif body, Econ Sans labels — the global-affairs weekly rendered with cover-illustration discipline. The Guardian Guardian Egyptian slab serif, signature navy `#052962`, structured ruled hierarchy with bold section accents. The New York Times Cheltenham serif headlines on paper-white, signature breaking-news red, the canonical American broadsheet rendered for the web. The New Yorker Adobe Caslon Pro + Irvin headline cap — a century of editorial gravitas in cream paper, ink black, and signature cartoon line. The Washington Post Postoni serif blackletter masthead, "Democracy Dies in Darkness" tagline, sober ink-on-paper political broadsheet. Things Cool light-blue canvas, system-ui sans, vivid Things-blue accent — a task manager that ships like an Apple Pro Display. Threads Instagram-adjacent text-first social — pure-black canvas, system-sans clarity, and a quiet brand restraint built from the @ glyph alone. TikTok Electric cyan-magenta on pure black — vertical-video voltage with custom Proxima Nova display and a bold neon brand grammar. tldraw Casual whiteboard sketchy — hand-drawn UI primitives, dotted-grid canvas, and a soft pastel palette that wears its toy-like energy with confidence. Together AI Deep navy on near-white with Inter sans — open-source LLM cloud rendered as developer-platform infrastructure. Toyota Japanese-reliability mainstream — `#eb0a1e` Toyota red on white, ToyotaType sans, and a calm-confident marketing surface for the world's most-sold automotive brand. Turbo Vercel-grade pure-black canvas with a magenta-to-blue Turbo gradient — the build system that wears its speed as a sweep. Turso SQLite at the edge — a deep-teal canvas with a CRT-bright cyan accent (#00face) that reads as a glowing edge node. Twilio Signal-red `#f22f46` against clean white — communications APIs given the visual weight of a broadcast colour. Twitch Purple `#9146ff` on `#0e0e10` canvas with Inter — the live-streaming UI built around chat, raids, and gaming density. Uber Eats Pure-black ground, Uber Move custom sans, Uber-app continuity — the operating system of food delivery. Udemy Signature `#a435f0` purple on white with Sailec sans — the open course-marketplace bazaar made approachable. Uniqlo Signature red `#ff0000`, Helvetica Neue system stack, japanese-utility-functional grid — the LifeWear engine. v0 A near-white prompt canvas with GeistSans and pure OKLCH grayscale — Vercel''s AI builder dressed as the calmest text editor on the internet. Venmo A single confident `#3d95ce` blue, Aktiv Grotesk geometry, and a social-feed informality — payments dressed as group chat. Vercel Brutalist developer-product polish — near-white canvas, near-pure black-on-near-white type, Geist sans + mono, conic-gradient accents. Vite Electric purple #646cff + Manrope display + a literal lightning-bolt mark — the build tool that designed itself to feel as fast as it is. Vodafone Vodafone Red broadcast band, monumental 144px display, two-tier button system — corporate-newsroom telecom design. Volkswagen People's-car blue — the deep `#001e50` corporate hue, custom VW Sans, and a friendly-German marketing surface that sells everyday mobility with confidence. Walmart Spark-yellow on big-box blue, Antonio Display + Bogle sans — everyday low prices made loud. Warp Near-black canvas, neon-lime cursor, real terminal screenshots — a marketing site that boots like a shell. Weaviate White canvas with Inter and a signature `#1cdb46` open-source green — modular vector database dressed in approachable engineering chrome. webdesignhot AI-era editorial dark — pure black with one acid-lime accent. Webflow Indigo-to-purple gradient discipline with a precise structural sans — the visual builder that markets itself like a design conference. WHOOP Lime `#a0d10b` voltage on jet-black, Inter precision, recovery-data athlete-grade aesthetic. WIRED Newsstand-density editorial grid, sharp-corner buttons, mono ALL-CAPS kickers — Conde Nast meets engineering lab. Wise A flexible bright-lime green on cream-white — money that travels in sans-serif and a single confident accent. Workday HR-warm professional in tangerine — Adelle Sans humanist curves, signature `#f37721` orange, and a calm white people-first canvas. WorkOS Pure-white canvas with Untitled Sans 80/500 display + indigo-violet h2 — the B2B-enterprise gravitas aesthetic. X Pure-black canvas with Chirp display — algorithmic minimalism, single-letter wordmark, ruthless type discipline. Y Combinator Brutalist orange monolith — system-font sans on white canvas, signature `#f26625` orange-red blocks with hard 0px corners. You.com Crisp white developer-doc canvas, custom Lumen Sans, and the indigo `#5368EE` accent — a search API rebrand done as enterprise infrastructure. YouTube YouTube Sans + Roboto + signature `#ff0000` red — content-density at planetary scale. Zora Cream-white canvas, electric purple-orange duet, and a custom display — onchain creator network as zine cover.
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Tokens design.md/v1.5
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#ffffff - bg-page
#ffffff - bg-inverse
#000000 - surface
#ffffff - surface-soft
#f5f5f5 - surface-strong
#ececec - surface-grey
#767677 - surface-dark
#1d1d1d - brand AAA · 21.0
#000000 - brand-on-dark
#ffffff - brand-hover
#1d1d1d - brand-active
#3c3c3c - trefoil-red
#e32b2b - sale-red
#e32b2b - text AAA · 21.0
#000000 - text-strong
#000000 - text-muted
#767677 - text-soft
#a8a8a8 - text-on-black
#ffffff - text-on-cta
#ffffff - link
#000000 - link-hover
#000000 - link-underline
currentColor - border — · 1.6
#cccccc - border-soft
#ececec - border-strong AAA · 21.0
#000000 - border-input
#000000 - border-divider
#000000 - outline-focus
#000000 - scrim
rgba(0,0,0,0.7) - shadow-card
rgba(0,0,0,0.06) - shadow-modal
rgba(0,0,0,0.20) - success
#1a8917 - warning
#bd5c00 - warning-soft
#fff4e5 - danger
#c12121 - info
#0064d2 - rating-fill
#000000 - rating-empty
#cccccc
Ship faster than ever.
hero-display adidasFG 96px w700 4px
The quick brown fox jumps over the lazy dog.
page-title adidasFG 64px w700 3px
The quick brown fox jumps over the lazy dog.
section-head adidasFG 38px w700 3px
Ship faster than ever.
price-display AdihausDIN 28px w700 0
The quick brown fox jumps over the lazy dog.
sub-section adidasFG 24px w700 2.5px
The quick brown fox jumps over the lazy dog.
sub-section-md adidasFG 20px w700 2px
The quick brown fox jumps over the lazy dog.
product-title AdihausDIN 18px w400 0
The quick brown fox jumps over the lazy dog.
product-title-md AdihausDIN 16px w400 0
The quick brown fox jumps over the lazy dog.
body-md AdihausDIN 16px w400 0
The quick brown fox jumps over the lazy dog.
price-product AdihausDIN 16px w400 0
The quick brown fox jumps over the lazy dog.
price-sale AdihausDIN 16px w700 0
The quick brown fox jumps over the lazy dog.
body-sm AdihausDIN 14px w400 0
The quick brown fox jumps over the lazy dog.
price-strikethru AdihausDIN 14px w400 0
The quick brown fox jumps over the lazy dog.
button-cta AdihausDIN 14px w700 2px
OUR DESIGN SYSTEM
caption AdihausDIN 13px w400 0
The quick brown fox jumps over the lazy dog.
chip AdihausDIN 13px w400 0.5px
The quick brown fox jumps over the lazy dog.
nav-link AdihausDIN 12px w700 1.5px
The quick brown fox jumps over the lazy dog.
micro AdihausDIN 11px w700 1.5px
The quick brown fox jumps over the lazy dog.
badge AdihausDIN 11px w700 1.5px
- step-0 4px
- step-1 8px
- step-2 12px
- step-3 16px
- step-4 20px
- step-5 24px
- step-6 32px
- step-7 40px
- step-8 48px
- step-9 56px
- step-10 64px
- step-11 80px
- step-12 96px
- step-13 128px
- step-14 160px
- micro
0px - sm
0px - md
0px - lg
0px - xl
0px - pill
9999px
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---
name: Adidas
tagline: Pure-black sport-utility, AdihausDIN/adidasFG uppercase, three-stripe geometry — the engineering canon for global sportswear.
author: webdesignhot
source_url: https://www.adidas.com
spec: design.md/v1.5
quality: curated
featured: false
categories: [fashion, marketplace]
tags: [dark, fashion, sportswear, sans, uppercase, athletic, e-commerce, brutalist, monochrome]
preview_swatch: ['#ffffff', '#000000', '#e32b2b']
related: [nike, apple, shopify]
description: 'Adidas''s storefront is the engineering canon for global sportswear — a binary monochrome stack of pure white (`#ffffff`) and pure black (`#000000`) carrying every chrome surface, every CTA, every wordmark, with the legacy red (`#e32b2b`) reserved for the trefoil and clearance flags only. Type runs **AdihausDIN** for body and **adidasFG** (the in-house display variant of FF DIN) for headlines — uppercase 700 weight with aggressive `2.5–3px` positive tracking that turns every section header into a stencilled product spec. CTAs are sharp-cornered (`0px` radius), 56px tall, with full-uppercase 14/700 labels — no pill rounding, no soft edges, no gradient. The three-stripe geometry runs through the entire visual system: hairline dividers, masthead grids, badge construction, even the shoe-tile composition. Whitespace is engineered, not decorative — section breath compresses to a 12-column engineering grid where every measurement traces back to the shoe-box ratio. The result is the only mass-sportswear site that looks like a German automotive technical manual stitched into an e-commerce engine.'
colors:
bg: '#ffffff' # primary white canvas
bg-page: '#ffffff'
bg-inverse: '#000000' # full-page black takeover bands (Originals, Y-3, premium drops)
surface: '#ffffff'
surface-soft: '#f5f5f5' # alt row, disabled fields, sub-nav band
surface-strong: '#ececec' # divider band
surface-grey: '#767677' # mid-grey utility band — used on certain meta footers
surface-dark: '#1d1d1d' # near-black surfaces in dark sections (lighter than pure black)
brand: '#000000' # pure black — every primary CTA, masthead, wordmark
brand-on-dark: '#ffffff' # white when the brand inverts on black bands
brand-hover: '#1d1d1d' # hover deepens to near-black (already pure black, micro-shift)
brand-active: '#3c3c3c' # pressed mid-grey
trefoil-red: '#e32b2b' # legacy Adidas red — reserved for trefoil + clearance flag
sale-red: '#e32b2b' # markdown price red
text: '#000000' # primary ink — pure black
text-strong: '#000000' # heading ink at maximum punch
text-muted: '#767677' # secondary metadata
text-soft: '#a8a8a8' # caption text, faint counts
text-on-black: '#ffffff' # white on inverted bands
text-on-cta: '#ffffff' # white on primary CTA
link: '#000000' # default ink link
link-hover: '#000000' # link colour stays — only the underline animates
link-underline: 'currentColor' # link underline matches text colour
border: '#cccccc' # default 1px hairline (lighter than text)
border-soft: '#ececec' # editorial dividers
border-strong: '#000000' # focus state hairline + selected outline
border-input: '#000000' # form input default outline (always black)
border-divider: '#000000' # the famous adidas hairline rules — pure black 1px
outline-focus: '#000000' # focus outline pure black
scrim: 'rgba(0,0,0,0.7)' # modal backdrop heavier than peers
shadow-card: 'rgba(0,0,0,0.06)' # rare hover shadow
shadow-modal: 'rgba(0,0,0,0.20)' # modal drop
success: '#1a8917' # in-stock + size-available green
warning: '#bd5c00' # low-stock urgency amber-orange
warning-soft: '#fff4e5'
danger: '#c12121' # validation error — distinct from trefoil red
info: '#0064d2' # info banner blue
rating-fill: '#000000' # ratings stay black, never gold
rating-empty: '#cccccc'
typography:
display:
family: 'adidasFG, AdihausDIN, "Helvetica Neue", Helvetica, Arial, sans-serif'
weights: [700, 800]
opentype-features: ['tnum', 'ss01']
body:
family: 'AdihausDIN, "Helvetica Neue", Helvetica, Arial, sans-serif'
weights: [400, 500, 700]
mono:
family: 'Menlo, Monaco, Consolas, "Courier New", monospace'
weights: [400]
scale:
hero-display: { size: 96, weight: 700, lineHeight: 0.92, tracking: '4px', family: display, opentype: ['ss01'], transform: uppercase }
page-title: { size: 64, weight: 700, lineHeight: 0.95, tracking: '3px', family: display, opentype: ['ss01'], transform: uppercase }
section-head: { size: 38, weight: 700, lineHeight: 1.05, tracking: '3px', family: display, opentype: ['ss01'], transform: uppercase }
sub-section: { size: 24, weight: 700, lineHeight: 1.10, tracking: '2.5px', family: display, transform: uppercase }
sub-section-md: { size: 20, weight: 700, lineHeight: 1.15, tracking: '2px', family: display, transform: uppercase }
product-title: { size: 18, weight: 400, lineHeight: 1.25, tracking: '0', family: body }
product-title-md: { size: 16, weight: 400, lineHeight: 1.30, tracking: '0', family: body }
body-md: { size: 16, weight: 400, lineHeight: 1.50, tracking: '0', family: body }
body-sm: { size: 14, weight: 400, lineHeight: 1.43, tracking: '0', family: body }
caption: { size: 13, weight: 400, lineHeight: 1.38, tracking: '0', family: body }
micro: { size: 11, weight: 700, lineHeight: 1.27, tracking: '1.5px', family: body, transform: uppercase }
price-display: { size: 28, weight: 700, lineHeight: 1.0, tracking: '0', family: body, opentype: ['tnum'] }
price-product: { size: 16, weight: 400, lineHeight: 1.0, tracking: '0', family: body, opentype: ['tnum'] }
price-strikethru: { size: 14, weight: 400, lineHeight: 1.0, tracking: '0', family: body, opentype: ['tnum'] }
price-sale: { size: 16, weight: 700, lineHeight: 1.0, tracking: '0', family: body, opentype: ['tnum'] }
button-cta: { size: 14, weight: 700, lineHeight: 1.0, tracking: '2px', family: body, transform: uppercase }
nav-link: { size: 12, weight: 700, lineHeight: 1.0, tracking: '1.5px', family: body, transform: uppercase }
badge: { size: 11, weight: 700, lineHeight: 1.0, tracking: '1.5px', family: body, transform: uppercase }
chip: { size: 13, weight: 400, lineHeight: 1.0, tracking: '0.5px', family: body, transform: uppercase }
radius:
micro: 0
sm: 0
md: 0 # sharp-cornered cards by default
lg: 0
xl: 0
pill: 9999 # very rare — only chip filters use pill
spacing:
base: 4
scale: [4, 8, 12, 16, 20, 24, 32, 40, 48, 56, 64, 80, 96, 128, 160]
layout:
page-width: 1440
prose-width: 720
header-height: 56
masthead-height: 56
sub-nav-height: 48
grid-columns: 12
grid-gutter: 16
components:
button-cta:
bg: '#000000'
color: '#ffffff'
radius: 0
padding: '18px 24px'
height: 56
font: button-cta
use: 'Add to bag, Sign up, Buy now — every primary action. Pure black, 0 radius, uppercase 14/700 with 2px tracking.'
button-cta-hover:
bg: '#1d1d1d'
color: '#ffffff'
use: 'Hover state — micro-shift to near-black plus a 1px white inset outline that fades in.'
button-cta-inverse:
bg: '#ffffff'
color: '#000000'
border: '1px solid #ffffff'
use: 'Inverse on black bands — flips fully white with black text.'
button-secondary:
bg: 'transparent'
color: '#000000'
border: '1px solid #000000'
radius: 0
padding: '17px 23px'
height: 56
use: 'Wishlist, Save for later, secondary actions. 1px pure-black hairline.'
button-secondary-on-black:
bg: 'transparent'
color: '#ffffff'
border: '1px solid #ffffff'
use: 'Secondary on black bands — flips white outline.'
button-text:
bg: 'transparent'
color: '#000000'
use: '"SHOP NOW →" with arrow + animated underline. Underline grows on hover.'
button-icon-square:
bg: '#000000'
color: '#ffffff'
radius: 0
width: 56
height: 56
use: 'Search submit, mobile menu — sharp-cornered black square.'
product-card:
bg: '#ffffff'
color: '#000000'
radius: 0
padding: '0 0 16px 0'
border: 'none'
use: 'Listing tile — sharp corners, image flush to edges, minimal chrome metadata stack below.'
product-card-hover:
treatment: 'image swaps to second photo + size-strip slides up from the bottom of the image area'
use: 'Discloses available sizes inline without leaving the grid — Adidas signature interaction.'
text-input:
bg: '#ffffff'
color: '#000000'
radius: 0
height: 48
padding: '14px 16px'
border: '1px solid #000000'
focus: '2px solid #000000 + outline-offset 2px'
use: 'Form input — sharp-cornered, pure black 1px hairline, label sits above in caption uppercase.'
search-bar:
bg: '#ffffff'
color: '#000000'
radius: 0
height: 56
border: 'none'
use: 'Masthead inline search — borderless, with a sharp-cornered black submit square anchored right.'
chip-filter:
bg: '#ffffff'
color: '#000000'
radius: 9999
border: '1px solid #000000'
padding: '8px 14px'
height: 32
use: 'PLP filter chip — the rare pill in the system. Selected state inverts to black bg / white text.'
badge-new:
bg: 'transparent'
color: '#000000'
border: 'none'
font: badge
use: 'Inline uppercase "NEW" or "BESTSELLER" tag — type only, no surface, sits above product title.'
badge-sale:
bg: 'transparent'
color: '#e32b2b'
font: badge
use: 'Sale flag — the only place trefoil-red appears outside the trefoil itself.'
hero-band:
bg: '#000000'
color: '#ffffff'
radius: 0
use: 'Full-bleed black takeover with white display headline + white outline CTA. Used for Originals drops.'
size-tile:
bg: '#ffffff'
color: '#000000'
radius: 0
border: '1px solid #cccccc'
width: 56
height: 56
use: 'Sharp square size selector. Selected state: 2px black border. Out-of-stock: diagonal strikethrough.'
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
ease-emphasized: 'cubic-bezier(0.2, 0, 0, 1)'
ease-engineered: 'cubic-bezier(0.65, 0, 0.35, 1)'
duration-fast: 100
duration-standard: 200
duration-slow: 400
cta-press: 'CTA bg micro-shifts 000000 → 1d1d1d over 100ms; 1px white inset outline fades in over 200ms on :hover'
card-hover: 'image swap fades the second photo over the first across 200ms + size-strip translates Y(100% → 0) over 240ms emphasized'
underline-grow: 'text-link underline scales from 0 → 100% width over 200ms ease-engineered, transform-origin: left'
hero-takeover: 'page-load fade-in for hero black band over 400ms; display headline counts up via intersection observer'
reduced-motion: 'respects prefers-reduced-motion: reduce — image swap becomes instant, size-strip becomes static, underline becomes static.'
breakpoints:
mobile: 600
tablet: 960
desktop: 1280
wide: 1440
shadows:
ambient: 'none — Adidas stays fully flat'
hover-card: 'rgba(0,0,0,0.06) 0 4px 12px'
modal: 'rgba(0,0,0,0.20) 0 16px 48px'
ring: '0 0 0 2px #000000'
accessibility:
contrast-text-on-bg: 21.0 # #000000 on #ffffff — AAA
contrast-text-on-cta: 21.0 # #ffffff on #000000 CTA — AAA
contrast-link-hover: 21.0 # link stays black
contrast-muted-on-bg: 4.7 # #767677 on #ffffff — AA
contrast-trefoil-red-on-bg: 4.5 # #e32b2b on #ffffff — AA large
focus-ring: '2px solid #000000 + 2px outline-offset (pure black ring)'
reduced-motion-honored: true
touch-target-min: 48
keyboard-nav: 'Tab moves logo → search → main nav → utility → main grid → footer; arrow keys inside size selector and image gallery.'
dark-mode: null # The default storefront is light; black-takeover bands appear inline within the light page rather than as a separate dark mode.
---
## 1. Visual Theme & Atmosphere
Adidas's storefront is the canonical sportswear engineering canvas — a binary monochrome stack of pure white (`#ffffff`) and pure black (`#000000`) carrying every chrome surface, every CTA, every wordmark, with the legacy red (`#e32b2b`) reserved exclusively for the trefoil mark and clearance flags. There is no warm-grey, no off-white, no soft black — every neutral runs at maximum contrast, and the page reads like a German automotive technical manual fed through a fashion engine.
Type runs **AdihausDIN** for body copy and **adidasFG** for display — both descended from FF DIN 1451 (the German road-signage standard codified in 1936). On Adidas, headlines run uppercase at 700 weight with aggressive **`2.5–3px` positive tracking**, turning every section header into a stencilled product spec. The OpenType `ss01` stylistic set is enabled on display sizes, modifying specific glyphs to give Adidas's headlines their distinctly engineered geometry. Body text drops to mixed case at 400 weight, but the hierarchy ratio between display (96px / uppercase / tracked) and body (16/400/regular) is the most aggressive in mass sportswear — Nike's display reads as conversational by comparison.
The chromatic identity is monochrome with one accent — **trefoil-red on black-and-white**. Adidas is disciplined about red: the trefoil mark is red, clearance flags are red, validation errors are a distinct deeper red (`#c12121`), and that is the entire chromatic budget for the colour. Every other surface, divider, CTA, and badge runs in the binary white-black stack. The discipline is what makes the trefoil moments feel high-voltage — when red appears, it carries weight.
Shape language is fully sharp-cornered. CTAs render at `0px` radius, 56px tall, with full-uppercase 14/700 labels and 2px positive letter-spacing. Cards round at `0px`. Form inputs round at `0px`. The only place pill geometry appears is inside PLP filter chips (32px pills with 1px black hairline borders) — and even those flip to inverted black-fill / white-text rectangles when selected. The brand position: rounded corners read as soft, and Adidas is engineered, not soft.
The grid runs hard 12-column at 1440px max width, with 16px gutters. Every section header, hairline divider, and product-tile composition traces back to a measurement that locks to the shoe-box ratio. Whitespace is engineered, not decorative — the masthead is exactly 56px tall, sub-nav exactly 48px, hero bands exactly 80vh on desktop. Photography is **the design**: full-bleed campaign imagery on hero bands (often black-and-white or single-colourway product shots on flat-lay surfaces), product tiles using `aspect-ratio: 1/1` with `object-fit: cover` against a flat shadow-free studio ground. The result is the only mass-sportswear site that successfully channels the German-engineering aesthetic.
**Key Characteristics:**
- Binary monochrome palette: pure white (`#ffffff`) + pure black (`#000000`) — no warm-grey, no off-white
- Trefoil-red (`#e32b2b`) reserved exclusively for the trefoil mark + clearance flags + sale prices
- AdihausDIN body + adidasFG display — uppercase 700 weight with 2.5–3px positive tracking on display
- Sharp-cornered everything — CTAs, cards, inputs, modals all at `0px` radius
- 56px black-fill CTAs with white 14/700 uppercase labels — the canonical Adidas button
- Three-stripe geometry threading through dividers, masthead grids, badge construction
- 12-column 1440px engineering grid with 16px gutters
- Black-takeover hero bands for Originals, Y-3, premium drops — full-bleed inversion
- No atmospheric shadows — Adidas stays single-layer flat across 99% of surfaces
- Hard hairlines: 1px pure-black dividers separate sections, never grey
## 2. Color Palette & Roles
### Primary
- **Canvas** (`#ffffff`): default page floor, every product tile, every form surface — pure white, no warmth
- **Ink** (`#000000`): primary text colour — pure black, never warm — every body word, every metadata line
- **Inverse Canvas** (`#000000`): full-bleed black band ground for Originals, Y-3, premium drops
- **Inverse Ink** (`#ffffff`): white text on black bands — same purity, inverted
### Brand
- **Brand** (`#000000`): the wordmark, every primary CTA, every divider — Adidas's brand colour is black
- **Brand Hover** (`#1d1d1d`): hover micro-shift to near-black (the page is already pure black, so the shift is visible only via the simultaneous 1px white inset outline)
- **Brand Active** (`#3c3c3c`): pressed mid-grey state
- **Brand on Dark** (`#ffffff`): when the brand inverts on black bands, white carries the wordmark
### Accent
- **Trefoil Red** (`#e32b2b`): legacy Adidas red — reserved exclusively for the trefoil mark, clearance flags, sale prices, and `<sup>SALE</sup>` badges
- **Sale Red** (`#e32b2b`): markdown price colour — same hex as trefoil
- **Surface Grey Utility** (`#767677`): mid-grey utility band on certain meta footers and country selectors
### Interactive
- **Link** (`#000000`): default inline link — distinguished by underline only, never colour
- **Link Hover** (`#000000`): link colour does NOT change on hover — only the underline animates from 0 to 100% width over 200ms
- **Selected** (`#000000`): selected radio / checkbox / size-tile fill — the selected state is always a 2px black outline or a black fill
- **Disabled** (`#cccccc`): disabled text and outline grey
### Neutral Scale
- **Ink** (`#000000`) — primary text
- **Heading Ink** (`#000000`) — same as primary; Adidas does not differentiate
- **Muted** (`#767677`) — secondary metadata, breadcrumbs, "From the Performance archive"
- **Soft** (`#a8a8a8`) — caption text, faint counts
- **Disabled** (`#cccccc`) — disabled state text and borders
- **Border** (`#cccccc`) — default 1px hairline (lighter than text — used on default form-input outlines and product card dividers)
- **Border Soft** (`#ececec`) — editorial dividers within sub-sections
- **Border Strong** (`#000000`) — focus state, selected size tile, primary divider rules — pure black hairline
- **Surface Soft** (`#f5f5f5`) — alt row, disabled fields, sub-nav band
### Surface & Borders
- **Canvas** (`#ffffff`) — default
- **Soft Surface** (`#f5f5f5`) — alt rows, disabled fields, sub-nav band ground
- **Strong Surface** (`#ececec`) — divider band between major sections
- **Inverse Surface** (`#000000`) — Originals / Y-3 / premium-drop bands
- **Surface Dark** (`#1d1d1d`) — slightly lighter than pure black, used for elevated surfaces inside a black band (e.g. mega-menu flyouts on a black takeover)
### Shadow Colors
Adidas stays mostly flat. Hover-card shadow appears rarely (mostly on PDP modal flyouts) at single-layer 6% — the lightest shadow in mass sportswear. The brand position: depth comes from contrast (pure-white vs pure-black surface separation), not from atmospheric shadows. There are no brand-tinted shadows, no multi-layer Stripe-style compositions.
- `rgba(0,0,0,0.06) 0 4px 12px` — hover-card lift (rare)
- `rgba(0,0,0,0.20) 0 16px 48px` — modal drop
### Semantic
- **Success Green** (`#1a8917`): "In stock", "Free shipping", size-available indicator — confident green, never bright
- **Warning Amber** (`#bd5c00`): "Only 2 left" low-stock urgency — warm amber-orange, distinct from trefoil red
- **Danger Red** (`#c12121`): validation error red — deeper than trefoil red so the two are never confused
- **Info Blue** (`#0064d2`): informational banners — used sparingly because blue feels off-brand against the binary monochrome
## 3. Typography Rules
### Font Family
**Primary**: `AdihausDIN` for body, `adidasFG` for display. Fallback chain: `"Helvetica Neue", Helvetica, Arial, sans-serif`. Both faces are descended from FF DIN 1451 (the German road-signage standard codified in 1936) — Adidas commissioned the in-house variants for engineering precision and brand exclusivity. AdihausDIN runs the working text; adidasFG carries the display moments.
**Mono**: not part of the storefront brand system.
**OpenType features**: `tnum` is enabled on prices, sizes, and product codes. `ss01` is enabled on display headlines, modifying specific glyphs (the alternate `R` and `G` forms) to give Adidas's headline copy its distinctly engineered geometry.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|------|------|------|--------|-------------|----------------|-------------|-------|
| hero-display | adidasFG | 96 | 700 | 0.92 | 4px | ss01 / uppercase | Full-bleed campaign headline ("HYPERBOOST EDGE") |
| page-title | adidasFG | 64 | 700 | 0.95 | 3px | ss01 / uppercase | Category page H1 |
| section-head | adidasFG | 38 | 700 | 1.05 | 3px | ss01 / uppercase | "WHAT'S TRENDING", "DOWNLOAD OUR APPS" |
| sub-section | adidasFG | 24 | 700 | 1.10 | 2.5px | uppercase | "25% OFF MOTHER'S DAY FAVOURITES" |
| sub-section-md | adidasFG | 20 | 700 | 1.15 | 2px | uppercase | Sub-section heads on PDP |
| product-title | AdihausDIN | 18 | 400 | 1.25 | 0 | — | PDP main product title — mixed case, regular weight |
| product-title-md | AdihausDIN | 16 | 400 | 1.30 | 0 | — | Grid product card title |
| body-md | AdihausDIN | 16 | 400 | 1.50 | 0 | — | Default body — descriptions, reviews |
| body-sm | AdihausDIN | 14 | 400 | 1.43 | 0 | — | Secondary metadata, "Performance · Running" |
| caption | AdihausDIN | 13 | 400 | 1.38 | 0 | — | Footer micro-text |
| micro | AdihausDIN | 11 | 700 | 1.27 | 1.5px | uppercase | Form labels, footer column heads |
| price-display | AdihausDIN | 28 | 700 | 1.0 | 0 | tnum | PDP main price ("$160.00") |
| price-product | AdihausDIN | 16 | 400 | 1.0 | 0 | tnum | Grid tile current price |
| price-strikethru | AdihausDIN | 14 | 400 | 1.0 | 0 | tnum | Original price strikethrough |
| price-sale | AdihausDIN | 16 | 700 | 1.0 | 0 | tnum | Sale price in trefoil-red bold |
| button-cta | AdihausDIN | 14 | 700 | 1.0 | 2px | uppercase | Primary CTA labels — uppercase 700 |
| nav-link | AdihausDIN | 12 | 700 | 1.0 | 1.5px | uppercase | Masthead category labels |
| badge | AdihausDIN | 11 | 700 | 1.0 | 1.5px | uppercase | "NEW", "BESTSELLER" tags |
| chip | AdihausDIN | 13 | 400 | 1.0 | 0.5px | uppercase | PLP filter chip labels |
### Principles
- **adidasFG with `ss01` on display.** The stylistic set is the typographic signature — without it, the headlines read as generic FF DIN.
- **Aggressive uppercase tracking.** Display 96px runs at 4px tracking; sub-sections at 2.5–3px. The tracking is the engineering — Nike runs negative tracking for warmth, Adidas runs positive for precision.
- **Two voices: shouted display + quiet body.** Headlines uppercase 700; body mixed case 400. The hierarchy ratio is the most aggressive in mass sportswear.
- **Tabular numerals on every price.** `tnum` on prices, sizes, product codes, shipping countdowns.
- **Button CTAs at 14/700 uppercase.** No exceptions. Sentence case on a CTA reads off-brand.
- **No expressive display alternative.** adidasFG carries every display moment — there is no script face, no variable display, no rotation across families.
- **Mono is absent.** The brand system has no mono companion — code blocks on dev/legal pages use system mono only.
- **Inter / IBM Plex Sans Condensed are the closest open-source substitutes.** Adjust by ~10% positive letter-spacing to compensate for AdihausDIN's slightly tighter cap height.
## 4. Component Stylings
### Buttons
**`button-cta`** — pure-black (`#000000`) fill, white text in 14/700 uppercase with 2px tracking, `0px` radius, 18×24px padding, 56px height. The most common CTA: "ADD TO BAG", "BUY NOW", "JOIN ADICLUB", "SIGN UP". Hover micro-shifts background to `#1d1d1d` plus a 1px white inset outline fades in. Active deepens to `#3c3c3c`.
**`button-cta-inverse`** — when the page is on a black band, the CTA flips to white fill (`#ffffff`) with black text, same uppercase 14/700, same `0px` radius, same 56px height. The relationship inverts but the geometry holds.
**`button-secondary`** — transparent fill, 1px pure-black (`#000000`) outline, ink text in 14/700 uppercase with 2px tracking. Same `0px` radius, same 56px height. Used for "WISHLIST", "SAVE FOR LATER", inverse CTAs over white surfaces.
**`button-secondary-on-black`** — transparent fill, 1px pure-white outline, white text. The inverse twin for black bands.
**`button-text`** — plain ink text with an arrow ("SHOP NOW →"). Uppercase 14/700. Hover grows an underline from 0 to 100% width over 200ms — the only animated underline in the system.
**`button-icon-square`** — 56×56 black fill with white icon, `0px` radius. Used for search submit, mobile menu toggle, cart icon.
### Cards
**`product-card`** — listing tile. White surface, `0px` radius (sharp corners — definitive Adidas signature), no internal padding around the image (image fills to corners), 16px bottom padding for metadata. Stack: 1:1 product thumbnail with `object-fit: cover` against a flat shadow-free studio ground, "NEW" / "BESTSELLER" inline uppercase badge above title (no surface, just type), product title in 16/400 mixed case, "Men's Performance" line in 13/400 muted, current price in 16/400 with `tnum`, optional strikethrough + sale price in 16/700 trefoil-red. On hover: image swaps to second photo + size-strip slides up from the bottom of the image area showing available sizes inline.
**`pdp-buy-box`** — sticky right-rail card on PDP. White surface, `0px` radius, no border (relies on the gallery's left edge to terminate), 32px padding. Stack: large `price-display`, "MEMBERS GET 25% OFF" red banner if eligible, size-tile grid (56×56 sharp squares), full-width black ADD TO BAG CTA, outline WISHLIST CTA, "Free shipping over $50" small print, "Available at: NYC SoHo store" pickup line.
**`hero-band`** — full-bleed black takeover (`#000000`) ground, white display headline in 96/700 uppercase with 4px tracking and `ss01`, body sub-copy in 18/400 white, white outline CTA anchored bottom-left. `0px` radius. The brand's signature dramatic moment — used for Originals drops and premium collaborations.
**`category-tile`** — square thumbnail with a single-line uppercase label beneath in 14/700 with 2px tracking. No CTA, no rating — used in homepage category navigation.
### Badges, Tags, Pills
**`badge-new`** — inline uppercase "NEW" or "BESTSELLER" tag in 11/700 with 1.5px tracking. No surface, no border — just type. Sits above the product title in the card stack. Adidas resists badge surfaces because they break the shadow-free studio aesthetic.
**`badge-sale`** — inline uppercase "SALE" or "-25%" in trefoil-red (`#e32b2b`) 11/700 with 1.5px tracking. The only place trefoil red appears outside the trefoil itself.
**`chip-filter`** — PLP filter chip — the rare pill in the system. White fill, 1px pure-black outline, 9999px radius, 8×14px padding, 32px height. Selected state inverts to black bg / white text with the same outline. The pill geometry is intentionally chosen to differentiate filters from the sharp-cornered product chrome.
### Inputs / Forms
**`text-input`** — white surface, 1px pure-black (`#000000`) hairline (no soft greys — Adidas commits to pure black on inputs because the form is engineering, not invitation), `0px` radius, 48px height, 14×16px padding. Stacked label above in `micro` uppercase 11/700 with 1.5px tracking. On focus the border thickens to 2px black with a 2px outline-offset — the focus is a hard engineered ring.
**`search-bar`** — masthead inline search. White fill, `0px` radius, 56px height, no border — terminates against the masthead's bottom hairline. With a sharp-cornered black submit square (56×56) anchored right.
**`size-tile`** — sharp 56×56 squares for size selection. White fill, 1px `#cccccc` hairline default. Selected state: 2px black border. Out-of-stock: diagonal strikethrough (1px black line corner-to-corner). Hover: thickens to 2px black. The grid runs 4–6 tiles per row depending on container width.
### Navigation
**`masthead`** — full-width white bar with a thin 1px `#000000` bottom hairline, 56px height. Wordmark flush left in pure black (the three-stripe trefoil monolith). Sub-nav category labels centred in 12/700 uppercase with 1.5px tracking. Account / Wishlist / Cart utilities flush right with the same 12/700 tracked treatment plus icon-only utilities at 16×16.
**`sub-nav`** — slim 48px band beneath the masthead, white fill, 1px `#000000` bottom hairline. Holds department links: "MEN", "WOMEN", "KIDS", "ORIGINALS", "PERFORMANCE", "SALE". 12/700 uppercase with 1.5px tracking. The sale link goes red on hover only.
**`mega-menu-flyout`** — opens from category dropdown; full-width white surface, `0px` radius, no border (terminates against masthead hairline), no shadow. Multi-column nav of category trees with 14/700 uppercase column heads and 14/400 mixed-case secondary links.
**`breadcrumb`** — `text-muted` (`#767677`) with `>` separators (not `›` — Adidas uses the simpler ASCII greater-than), 13/400 mixed case.
### Modals & Toasts
**`modal`** — centred dialog over a 70%-opacity ink scrim (heavier than peer scrims because Adidas wants the modal to fully command the page). White surface, `0px` radius, no border, modal shadow (`rgba(0,0,0,0.20) 0 16px 48px`). Close X anchored top-right at 24×24, 1px black hairline.
**`toast`** — bottom-centre notifications. Black fill, white text, `0px` radius, 16×24px padding. Inverts the chromatic relationship from the modal to differentiate the two patterns.
## 5. Layout Principles
### Spacing System
- Base unit: **4px**
- Scale: `4 · 8 · 12 · 16 · 20 · 24 · 32 · 40 · 48 · 56 · 64 · 80 · 96 · 128 · 160`
- Section padding (vertical): **80–128px** between major bands; **160px** on the homepage hero band — Adidas gives editorial breath to its hero moments
- Card internal padding: **0** around the image (image flush to corners), **16px** below the image for metadata; **32px** for PDP buy-box
- Gutters: **16px** between product tiles in grid view (engineering grid's hard 16px); **80–128px** between major page bands
### Grid & Container
- Max content width: **1440px** centred
- 12-column grid with **16px gutters** — every major section locks to this grid
- Homepage: full-bleed hero band → 4-up grid promo tiles → 4-up product carousel → 5-up category grid → editorial mosaic
- Search results: **5 column** product grid at desktop with 16px gutters; 4 → 3 → 2 at narrower widths
- PDP: 2-column with image gallery left (~58%), buy box right (~42%), variant selector and reviews stack full-width below
- Footer: 5-column link list at desktop with white ground (Adidas footer is white, not dark — keeps the brand binary)
### Whitespace Philosophy
Adidas gives hero bands the most breath of any mass sportswear — 128–160px between hero and the first content row, 80px between subsequent bands. Inside each band, density is moderate-to-high — product grids run 5 across with 16px gutters, denser than Nike. The visual rhythm is **breath at hero → engineered density at grid → breath at section break** — closer to a German technical catalogue than a typical e-commerce template.
### Section Cadence
Adidas alternates between **white bands** (default body, product grids, PDP) and **black-takeover bands** (`#000000` — Originals, Y-3, premium drops, campaign hero). The black is the brand's signature dramatic moment — it's what distinguishes Adidas from Nike (which stays mostly white) and Puma (which mixes warm-grey). The cadence is roughly 4-to-1 white-to-black across a typical homepage.
## 6. Shapes & Radius Scale
| Tier | Value | Use |
|------|-------|-----|
| Sharp | 0px | Cards, buttons, inputs, modals — 99% of surfaces |
| Pill | 9999px | PLP filter chips only — the lone exception |
There are no compound radii. There are no soft corners. The pill chip is the lone exception, intentionally chosen to differentiate filter chrome from product chrome. Every other surface — even the cart drawer, even the mega-menu flyout, even the modal dialog — runs at `0px`. The discipline is the brand.
## 7. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| 0 — Flat | no shadow | Body, masthead, footer, all editorial bands, product cards (~99% of surfaces) |
| 1 — Hover Card | `rgba(0,0,0,0.06) 0 4px 12px` | PDP image-gallery hover lightbox (rare) |
| 2 — Modal | `rgba(0,0,0,0.20) 0 16px 48px` | Centred dialogs |
| 3 — Scrim | `rgba(0,0,0,0.7)` | Modal backdrop — heavier than peers |
### Shadow Philosophy
Adidas stays mostly flat. Depth comes from **the binary surface separation** (a pure-black band against a pure-white band reads as massive elevation without any shadow at all) and **the photographic contrast** of campaign imagery. There are no brand-tinted shadows, no atmospheric multi-layer compositions, no Stripe-style elevated cards. The modal scrim runs heavy (`0.7` vs typical `0.5`) because Adidas wants the modal to fully command the page when it opens — half-measures read as soft, and Adidas is engineered.
## 8. Interaction & Motion
### Easing
- **Standard**: `cubic-bezier(0.4, 0, 0.2, 1)` — default for hover, focus
- **Emphasized**: `cubic-bezier(0.2, 0, 0, 1)` — modal entry, mega-menu, size-strip slide-up
- **Engineered**: `cubic-bezier(0.65, 0, 0.35, 1)` — used for the underline-grow effect on text links and the hero counter-up animation
### Durations
| Bucket | Value | Use |
|--------|-------|-----|
| Fast | 100ms | CTA hover micro-shift, focus ring fade-in |
| Standard | 200ms | Card image-swap fade, underline grow, modal enter |
| Slow | 400ms | Hero takeover fade-in on page load, hero counter-up |
### Per-Component Recipes
- **CTA hover**: background micro-shifts from `#000000` to `#1d1d1d` over 100ms; simultaneously a 1px white inset outline fades in over 200ms. The inset is what makes the hover legible since the colour shift is subtle.
- **CTA press**: deepens to `#3c3c3c` for 100ms on `:active`.
- **Product card hover**: image swaps to second photo via crossfade over 200ms; size-strip translates Y(100% → 0) over 240ms emphasized, revealing available sizes inline. The size strip lets users add to bag without leaving the grid.
- **Text-link hover**: underline scales from 0 → 100% width over 200ms ease-engineered with `transform-origin: left`. Colour stays — only the underline animates.
- **Hero takeover fade-in**: full-bleed black band fades from opacity 0 → 1 over 400ms on initial page load; display headline counts up via intersection observer.
- **Mega-menu flyout**: 200ms ease-out fade; no slide.
- **Modal enter**: scrim fades in over 200ms, dialog translates from `translateY(8px) opacity(0)` to `0/1` over 240ms emphasized.
### Page Transitions
Page-to-page navigation uses no transition — links fire a hard navigation. The Adidas position is engineered speed; transitions read as soft.
### Reduced Motion
Respects `prefers-reduced-motion: reduce`. Card image-swap becomes instant (no crossfade). Size-strip becomes statically-visible on hover. Underline-grow becomes statically-rendered (always visible). Hero counter-up becomes static. The page remains fully functional with motion off.
## 9. Accessibility & A11y
### Contrast Pairs
| Pair | Ratio | Level |
|------|-------|-------|
| `#000000` ink on `#ffffff` canvas | 21.0 | AAA |
| `#ffffff` on `#000000` CTA | 21.0 | AAA |
| `#ffffff` on `#1d1d1d` CTA hover | 16.6 | AAA |
| `#000000` link on `#ffffff` (link colour stays black) | 21.0 | AAA |
| `#767677` muted on `#ffffff` | 4.7 | AA |
| `#e32b2b` trefoil-red on `#ffffff` | 4.5 | AA large |
| `#ffffff` on `#e32b2b` sale flag | 4.5 | AA large only — Adidas compensates by using 11/700 uppercase |
The pure-black-on-pure-white pairing gives Adidas the highest contrast ratio in mass sportswear (21.0). The trefoil-red against white sits at AA-large only — Adidas compensates by using 11/700 uppercase for sale-flag text, pushing the type into the "large text" threshold where 4.5 reaches AA.
### Focus Indicators
Focus ring is **2px solid `#000000`** with 2px outline-offset. Buttons, inputs, links, and size tiles all gain a hard pure-black ring on `:focus-visible`. There is no soft focus glow, no brand-coloured ring — Adidas commits to engineered black on every focus state. The 2px outline-offset means the ring sits 2px outside the element's perimeter, giving it room to read against the edge.
### ARIA Patterns
- **Search bar**: `role="search"`. Input has `aria-label="Search adidas products"`.
- **Product card**: entire tile wrapped in `<a>` with verbose `aria-label` — "Hyperboost Edge running shoe, men's, 4 colours available, $160".
- **Size selector**: `role="radiogroup"` with `aria-labelledby` pointing to the "Size" label. Each size tile is `role="radio"` with `aria-checked` reflecting selection. Out-of-stock tiles have `aria-disabled="true"` and `aria-label="Size 10, out of stock"`.
- **Wishlist heart**: `aria-pressed` to communicate save state. Label: "Add to wishlist" (default) → "Remove from wishlist" (when active).
- **Mega-menu flyout**: `role="menu"` with `role="menuitem"`; arrow keys navigate, Escape closes.
### Keyboard Navigation
- Masthead: Tab moves logo → search input → search button → main nav → account → wishlist → cart
- Search results: Tab through tiles in document order; wishlist heart is its own tab stop
- PDP: Tab through gallery → variant selectors (colourway → size) → quantity → ADD TO BAG → wishlist
- Mega-menu: arrow keys navigate, Esc closes
- Size grid: arrow keys move between tiles; Enter selects
### Screen Reader Hints
Verbose `aria-label` on icon-only buttons. The wishlist heart announces "Add to wishlist" or "Remove from wishlist" depending on state. Out-of-stock size tiles announce as disabled with the size noted in the label.
### Reduced Motion
All transitions degrade to opacity-only. Card image-swap becomes instant. Size-strip becomes statically visible on hover. Underline-grow becomes statically rendered.
## 10. Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|------|-------|-------------|
| Mobile | <600px | Masthead collapses to logo + cart + hamburger; search becomes a separate tap-to-open drawer; product grid 2-up; PDP buy-box stacks beneath gallery; CTA becomes sticky-bottom |
| Tablet | 600–960px | Full masthead with inline search; product grid 3-up |
| Desktop | 960–1280px | Sub-nav with full department links; product grid 4-up |
| Wide | 1280–1440px | Content caps at 1440px; product grid 5-up |
### Touch Targets
- Primary CTAs: 56px height — exceeds AAA
- Search bar: 56×56px
- Wishlist heart on cards: 44×44px — meets AA
- Size tiles: 56×56px — exceeds AAA
- Product tile: entire 280×420px tile is tappable
### Collapsing Strategy
- Masthead: utilities (account, wishlist) hide first; only logo + cart + hamburger remain at <600px
- Search bar: drops out of inline masthead and becomes a separate tap-to-open drawer at <960px
- Product grid: 5 → 4 → 3 → 2; 16px gutters compress to 12px → 8px
- PDP: 2-column splits to single-column stack at <960px; ADD TO BAG becomes a sticky bottom bar
- Hero takeover: black band height shrinks from 80vh → 60vh on mobile
- Size grid: 6-up → 4-up at narrower widths
### Image Behavior
Product thumbnails use `aspect-ratio: 1/1` with `object-fit: cover` against a flat shadow-free studio ground (Adidas commits to flat-lay product photography across the storefront — no lifestyle shots in the grid). PDP main gallery supports zoom-on-hover and lightbox click. Hero campaign imagery uses full-bleed `aspect-ratio: 16/9` on desktop and `4/5` on mobile.
### Container Queries
Used in the PDP buy-box: when the right rail narrows below ~360px, size grid collapses from 6-up to 4-up and the colourway selector switches from inline thumbnails to a horizontal scrolling rail.
## 11. Content & Voice
### Tone
Engineered, athletic, declarative. Adidas's voice is "the technical brief from the German engineering team about the next generation of footwear" — every line names a function, names a benefit, names a runner. Headlines lead with performance ("HYPERBOOST EDGE", "ULTRABOOST 24") rather than emotion. The brand consistently positions Adidas as **the engineered choice** — sport built right.
### Microcopy Patterns
- **Button verbs**: "ADD TO BAG", "JOIN ADICLUB", "BUY NOW", "SHOP NOW →" — uppercase, direct, outcome-named, often with a trailing arrow on text-CTAs
- **Error message recipe**: brief + corrective — "We couldn't process this. Please try a different card." No apology, no warmth.
- **Success confirmations**: factual — "ADDED TO BAG · ULTRABOOST 24 · MEN'S US 10"
- **Field labels**: short and uppercase — "EMAIL", "CARD NUMBER", "ZIP / POSTAL CODE"
- **Stock urgency**: "ONLY 2 LEFT" or "BACK IN STOCK SOON" — uppercase, no exclamation, factual
### Empty States
Empty cart: "YOUR BAG IS EMPTY. SHOP NEW ARRIVALS." — uppercase, two-clause, single CTA.
Empty wishlist: "NO ITEMS IN YOUR WISHLIST. TAP THE HEART ON ANY PRODUCT TO SAVE IT." — instructive, uppercase.
Empty search: "NO RESULTS FOR [QUERY]. TRY A DIFFERENT KEYWORD OR BROWSE THE LATEST DROPS." — names cause + alternative.
### CTA Verb Conventions
- Primary: **"ADD TO BAG"** (default), **"BUY NOW"** (one-step checkout), **"JOIN ADICLUB"**, **"SIGN UP"**
- Save: **"WISHLIST"** (Adidas uses "wishlist", not "favorites" — heart-icon vocabulary)
- Tertiary: **"SHOP NOW →"**, **"LEARN MORE →"**, **"SEE ALL"**
- Avoided: "Submit", "Click here", "Get it now" (Adidas prefers the cleaner "Buy now" or "Add to bag")
- Always uppercase. Always 700 weight on display CTAs. Sentence case on a CTA reads off-brand.
## 12. Dark Mode & Theming
**No separate dark mode.** The default storefront is light, and Adidas instead inlines black-takeover bands within the light page. There is no toggle, no system-preference inversion, no `colors-dark:` map. The brand position: black appears as a chromatic moment within an otherwise light page (Originals takeover, Y-3 drops, premium campaign hero) — making the black inversion event-driven and editorial rather than user-toggled.
The lone "darker mode" is the inline black band, which uses:
- `bg: #000000`
- `text: #ffffff`
- `surface-dark: #1d1d1d` (for elevated surfaces inside the band — mega-menu flyouts on a black takeover)
- `border: #ffffff` for hairlines on inverse outline buttons
- Trefoil-red and sale-red unchanged
## 13. Lineage & Influences
Adidas's visual lineage runs through three traditions: **German Bauhaus and Functionalist design** (the founding father Adi Dassler grew up in 1920s Bavaria during the height of Bauhaus' codification of geometric utility — the trefoil mark and three-stripe motif both descend from this period); **FF DIN 1451 and German road signage** (the AdihausDIN typeface family is a direct descendent of the 1936 DIN signage standard, giving Adidas its engineered uppercase voice); and **modern Swiss grid typography** (the 12-column 1440px engineering grid traces back to Müller-Brockmann's 1961 *Grid Systems* applied to e-commerce).
The 2018 brand refresh, codified by the in-house Adidas Brand Design team, paired the existing trefoil + AdihausDIN with a binary monochrome palette, sharp-cornered geometry, and aggressive uppercase tracking. The pre-2018 storefront mixed greys and rounded buttons; post-2018 it commits fully to the binary white-black engineering canvas. The trefoil-red appears now exclusively on the trefoil itself and on clearance flags — never on chrome.
What Adidas rejects: warm greys, soft corners, multi-colour brand systems, expressive display typefaces, atmospheric shadows, sentence-case CTAs, and dark mode toggles. The brand position is **engineered precision** — Adidas wants to feel like a German technical manual, not a soft consumer marketplace.
**Influences:**
- Bauhaus / Dessau — geometric utility, three-stripe monolith
- FF DIN 1451 (1936 German road signage) — typographic ancestor of AdihausDIN, [fontfont.com](https://www.fontfont.com)
- Müller-Brockmann *Grid Systems* (1961) — the 12-column engineering grid
- Adi Dassler / Herzogenaurach — founding industrial-utility aesthetic
- Y-3 (Yohji Yamamoto x Adidas) — black-takeover hero band convention
- Stussy / Supreme — uppercase tracked typographic discipline
- BMW M / Mercedes-AMG — German automotive technical-manual layout
## 14. Do's and Don'ts
**Do**
- Anchor the brand on pure black (`#000000`) on pure white (`#ffffff`) — no warm-greys, no off-white
- Run AdihausDIN body + adidasFG display with `ss01` enabled on display headlines
- Render headlines uppercase 700 with 2.5–3px positive tracking — the tracking is the engineering
- Use sharp-cornered (`0px` radius) CTAs at 56px height with white 14/700 uppercase labels and 2px tracking
- Reserve trefoil-red (`#e32b2b`) for the trefoil mark and clearance flags only — never for chrome
- Use black-takeover hero bands for Originals, Y-3, premium drops — full-bleed inversion
- Lock every section to the 12-column 1440px engineering grid with 16px gutters
- Render product cards with `0px` radius, image flush to corners, minimal type chrome below
- Use 1px pure-black hairlines for dividers — not soft greys
- Animate text-link underlines from 0 to 100% width on hover — the only animated underline in the system
**Don't**
- Don't introduce warm greys or off-whites — every neutral is pure black or pure white
- Don't soften corners — `0px` radius across cards, buttons, inputs, modals
- Don't use sentence-case on CTAs — uppercase 700 with 2px tracking always
- Don't use trefoil-red on chrome — keep it on the trefoil + sale flags only
- Don't add multi-layer atmospheric shadows — Adidas stays single-layer flat across 99% of surfaces
- Don't introduce a script or expressive display face — adidasFG carries every display moment
- Don't use exclamation marks — the voice is engineered, not giddy
- Don't run negative tracking on display — Adidas uses positive tracking; Nike uses negative
- Don't add a dark mode toggle — black appears inline as event-driven editorial bands instead
- Don't say "Submit" or "Click here" — every CTA names the outcome (ADD TO BAG, BUY NOW, JOIN ADICLUB)
- Don't drop section padding below 80px — Adidas gives editorial breath to its hero moments
- Don't mix the chip-pill geometry (9999px) onto product chrome — pills are for filters only
## 15. Agent Prompt Guide
### Quick Color Reference
```
Canvas: #ffffff
Inverse: #000000
Ink: #000000
Brand: #000000
Brand Hover: #1d1d1d
Trefoil Red: #e32b2b
Surface Soft: #f5f5f5
Border: #cccccc
Border Strong: #000000
Muted: #767677
Success: #1a8917
```
### Example Component Prompts
- "Create an Adidas-style ADD TO BAG button: a 56px-tall sharp-cornered (`0px` radius) rectangle with pure-black (`#000000`) fill, white text in AdihausDIN 14/700 uppercase with 2px letter-spacing, 18×24px padding. Hover micro-shifts background to `#1d1d1d` and a 1px white inset outline fades in over 200ms."
- "Build an Adidas masthead: full-width white bar with a 1px pure-black bottom hairline, 56px tall. Adidas trefoil wordmark flush left in pure black. Sub-nav category labels centred ('MEN', 'WOMEN', 'KIDS', 'ORIGINALS', 'PERFORMANCE', 'SALE') in AdihausDIN 12/700 uppercase with 1.5px tracking. Account / Wishlist / Cart utilities flush right with the same uppercase tracked treatment plus 16×16 icon-only utilities."
- "Design an Adidas product card: white surface, `0px` radius (sharp corners), no internal padding around the image (image fills to corners), 16px bottom padding for metadata. Stack: 1:1 product thumbnail with `object-fit: cover` against a flat shadow-free studio ground, optional 'NEW' inline uppercase 11/700 badge above title (no surface, just type), product title in AdihausDIN 16/400 mixed case, 'Men's Performance' line in 13/400 muted, current price in 16/400 with `tnum`, optional strikethrough + sale price in 16/700 trefoil-red `#e32b2b`. On hover: image swaps to second photo via crossfade and a size-strip slides up from the bottom of the image area showing available sizes inline."
- "Create an Adidas hero takeover: full-bleed black (`#000000`) band, 80vh tall. White display headline in adidasFG 96/700 uppercase with 4px letter-spacing and `ss01` enabled — 'HYPERBOOST EDGE'. Sub-copy in 18/400 white. White 1px outline CTA anchored bottom-left ('SHOP NOW →') in AdihausDIN 14/700 uppercase with 2px tracking. Page-load fade-in over 400ms."
- "Build an Adidas size selector: grid of 56×56 sharp `0px` radius squares, 6 across at desktop, 4 across at narrower widths. Default state: white fill, 1px `#cccccc` hairline, AdihausDIN 14/400 size label. Selected state: 2px black border. Out-of-stock: 1px diagonal black strikethrough corner-to-corner. Hover: thickens border to 2px black."
- "Design an Adidas PDP buy-box: white surface, `0px` radius, 32px padding, no border. Stack: large price in AdihausDIN 28/700 with `tnum` ('$160.00'), 'MEMBERS GET 25% OFF' inline trefoil-red 14/700 uppercase, colourway thumbnail rail (4 across, 56×56 squares), size-tile grid (6 across, 56×56 squares with selected/disabled states), full-width black ADD TO BAG CTA, 1px outline WISHLIST CTA, 'FREE SHIPPING OVER $50' in 13/400 muted, 'AVAILABLE AT: NYC SOHO STORE' pickup line in 13/400 muted."
### Iteration Guide
1. **Start with binary monochrome.** If your page has warm greys, off-whites, or soft blacks, it isn't Adidas. Pure white (`#ffffff`) + pure black (`#000000`) is the foundation.
2. **Sharp corners everywhere.** `0px` radius on cards, buttons, inputs, modals. The pill chip is the only exception (filters only).
3. **Uppercase 700 with positive tracking on display.** AdihausDIN/adidasFG at 700 weight, headlines uppercase with 2.5–3px letter-spacing. Negative tracking is Nike's territory.
4. **CTAs at 56px / 14/700 uppercase / 2px tracking / `0px` radius.** No exceptions.
5. **Reserve red for the trefoil and clearance flags.** If red appears on chrome (CTA, masthead, link), it isn't Adidas. The discipline is the brand.
6. **Black takeover for premium moments.** Originals drops, Y-3 collaborations, hero campaign bands — full-bleed `#000000` background with white inverse type.
7. **12-column 1440px grid with 16px gutters.** Lock every section to it. The grid is the engineering.
8. **Animate underlines, never colours.** Text-link underlines grow from 0 to 100% on hover with `transform-origin: left`. Link colour stays black.
1. Visual Theme & Atmosphere
Adidas’s storefront is the canonical sportswear engineering canvas — a binary monochrome stack of pure white (#ffffff) and pure black (#000000) carrying every chrome surface, every CTA, every wordmark, with the legacy red (#e32b2b) reserved exclusively for the trefoil mark and clearance flags. There is no warm-grey, no off-white, no soft black — every neutral runs at maximum contrast, and the page reads like a German automotive technical manual fed through a fashion engine.
Type runs AdihausDIN for body copy and adidasFG for display — both descended from FF DIN 1451 (the German road-signage standard codified in 1936). On Adidas, headlines run uppercase at 700 weight with aggressive 2.5–3px positive tracking, turning every section header into a stencilled product spec. The OpenType ss01 stylistic set is enabled on display sizes, modifying specific glyphs to give Adidas’s headlines their distinctly engineered geometry. Body text drops to mixed case at 400 weight, but the hierarchy ratio between display (96px / uppercase / tracked) and body (16/400/regular) is the most aggressive in mass sportswear — Nike’s display reads as conversational by comparison.
The chromatic identity is monochrome with one accent — trefoil-red on black-and-white. Adidas is disciplined about red: the trefoil mark is red, clearance flags are red, validation errors are a distinct deeper red (#c12121), and that is the entire chromatic budget for the colour. Every other surface, divider, CTA, and badge runs in the binary white-black stack. The discipline is what makes the trefoil moments feel high-voltage — when red appears, it carries weight.
Shape language is fully sharp-cornered. CTAs render at 0px radius, 56px tall, with full-uppercase 14/700 labels and 2px positive letter-spacing. Cards round at 0px. Form inputs round at 0px. The only place pill geometry appears is inside PLP filter chips (32px pills with 1px black hairline borders) — and even those flip to inverted black-fill / white-text rectangles when selected. The brand position: rounded corners read as soft, and Adidas is engineered, not soft.
The grid runs hard 12-column at 1440px max width, with 16px gutters. Every section header, hairline divider, and product-tile composition traces back to a measurement that locks to the shoe-box ratio. Whitespace is engineered, not decorative — the masthead is exactly 56px tall, sub-nav exactly 48px, hero bands exactly 80vh on desktop. Photography is the design: full-bleed campaign imagery on hero bands (often black-and-white or single-colourway product shots on flat-lay surfaces), product tiles using aspect-ratio: 1/1 with object-fit: cover against a flat shadow-free studio ground. The result is the only mass-sportswear site that successfully channels the German-engineering aesthetic.
Key Characteristics:
- Binary monochrome palette: pure white (
#ffffff) + pure black (#000000) — no warm-grey, no off-white - Trefoil-red (
#e32b2b) reserved exclusively for the trefoil mark + clearance flags + sale prices - AdihausDIN body + adidasFG display — uppercase 700 weight with 2.5–3px positive tracking on display
- Sharp-cornered everything — CTAs, cards, inputs, modals all at
0pxradius - 56px black-fill CTAs with white 14/700 uppercase labels — the canonical Adidas button
- Three-stripe geometry threading through dividers, masthead grids, badge construction
- 12-column 1440px engineering grid with 16px gutters
- Black-takeover hero bands for Originals, Y-3, premium drops — full-bleed inversion
- No atmospheric shadows — Adidas stays single-layer flat across 99% of surfaces
- Hard hairlines: 1px pure-black dividers separate sections, never grey
2. Color Palette & Roles
Primary
- Canvas (
#ffffff): default page floor, every product tile, every form surface — pure white, no warmth - Ink (
#000000): primary text colour — pure black, never warm — every body word, every metadata line - Inverse Canvas (
#000000): full-bleed black band ground for Originals, Y-3, premium drops - Inverse Ink (
#ffffff): white text on black bands — same purity, inverted
Brand
- Brand (
#000000): the wordmark, every primary CTA, every divider — Adidas’s brand colour is black - Brand Hover (
#1d1d1d): hover micro-shift to near-black (the page is already pure black, so the shift is visible only via the simultaneous 1px white inset outline) - Brand Active (
#3c3c3c): pressed mid-grey state - Brand on Dark (
#ffffff): when the brand inverts on black bands, white carries the wordmark
Accent
- Trefoil Red (
#e32b2b): legacy Adidas red — reserved exclusively for the trefoil mark, clearance flags, sale prices, and<sup>SALE</sup>badges - Sale Red (
#e32b2b): markdown price colour — same hex as trefoil - Surface Grey Utility (
#767677): mid-grey utility band on certain meta footers and country selectors
Interactive
- Link (
#000000): default inline link — distinguished by underline only, never colour - Link Hover (
#000000): link colour does NOT change on hover — only the underline animates from 0 to 100% width over 200ms - Selected (
#000000): selected radio / checkbox / size-tile fill — the selected state is always a 2px black outline or a black fill - Disabled (
#cccccc): disabled text and outline grey
Neutral Scale
- Ink (
#000000) — primary text - Heading Ink (
#000000) — same as primary; Adidas does not differentiate - Muted (
#767677) — secondary metadata, breadcrumbs, “From the Performance archive” - Soft (
#a8a8a8) — caption text, faint counts - Disabled (
#cccccc) — disabled state text and borders - Border (
#cccccc) — default 1px hairline (lighter than text — used on default form-input outlines and product card dividers) - Border Soft (
#ececec) — editorial dividers within sub-sections - Border Strong (
#000000) — focus state, selected size tile, primary divider rules — pure black hairline - Surface Soft (
#f5f5f5) — alt row, disabled fields, sub-nav band
Surface & Borders
- Canvas (
#ffffff) — default - Soft Surface (
#f5f5f5) — alt rows, disabled fields, sub-nav band ground - Strong Surface (
#ececec) — divider band between major sections - Inverse Surface (
#000000) — Originals / Y-3 / premium-drop bands - Surface Dark (
#1d1d1d) — slightly lighter than pure black, used for elevated surfaces inside a black band (e.g. mega-menu flyouts on a black takeover)
Shadow Colors
Adidas stays mostly flat. Hover-card shadow appears rarely (mostly on PDP modal flyouts) at single-layer 6% — the lightest shadow in mass sportswear. The brand position: depth comes from contrast (pure-white vs pure-black surface separation), not from atmospheric shadows. There are no brand-tinted shadows, no multi-layer Stripe-style compositions.
rgba(0,0,0,0.06) 0 4px 12px— hover-card lift (rare)rgba(0,0,0,0.20) 0 16px 48px— modal drop
Semantic
- Success Green (
#1a8917): “In stock”, “Free shipping”, size-available indicator — confident green, never bright - Warning Amber (
#bd5c00): “Only 2 left” low-stock urgency — warm amber-orange, distinct from trefoil red - Danger Red (
#c12121): validation error red — deeper than trefoil red so the two are never confused - Info Blue (
#0064d2): informational banners — used sparingly because blue feels off-brand against the binary monochrome
3. Typography Rules
Font Family
Primary: AdihausDIN for body, adidasFG for display. Fallback chain: "Helvetica Neue", Helvetica, Arial, sans-serif. Both faces are descended from FF DIN 1451 (the German road-signage standard codified in 1936) — Adidas commissioned the in-house variants for engineering precision and brand exclusivity. AdihausDIN runs the working text; adidasFG carries the display moments.
Mono: not part of the storefront brand system.
OpenType features: tnum is enabled on prices, sizes, and product codes. ss01 is enabled on display headlines, modifying specific glyphs (the alternate R and G forms) to give Adidas’s headline copy its distinctly engineered geometry.
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|---|---|---|---|---|---|---|---|
| hero-display | adidasFG | 96 | 700 | 0.92 | 4px | ss01 / uppercase | Full-bleed campaign headline (“HYPERBOOST EDGE”) |
| page-title | adidasFG | 64 | 700 | 0.95 | 3px | ss01 / uppercase | Category page H1 |
| section-head | adidasFG | 38 | 700 | 1.05 | 3px | ss01 / uppercase | ”WHAT’S TRENDING”, “DOWNLOAD OUR APPS” |
| sub-section | adidasFG | 24 | 700 | 1.10 | 2.5px | uppercase | ”25% OFF MOTHER’S DAY FAVOURITES” |
| sub-section-md | adidasFG | 20 | 700 | 1.15 | 2px | uppercase | Sub-section heads on PDP |
| product-title | AdihausDIN | 18 | 400 | 1.25 | 0 | — | PDP main product title — mixed case, regular weight |
| product-title-md | AdihausDIN | 16 | 400 | 1.30 | 0 | — | Grid product card title |
| body-md | AdihausDIN | 16 | 400 | 1.50 | 0 | — | Default body — descriptions, reviews |
| body-sm | AdihausDIN | 14 | 400 | 1.43 | 0 | — | Secondary metadata, “Performance · Running” |
| caption | AdihausDIN | 13 | 400 | 1.38 | 0 | — | Footer micro-text |
| micro | AdihausDIN | 11 | 700 | 1.27 | 1.5px | uppercase | Form labels, footer column heads |
| price-display | AdihausDIN | 28 | 700 | 1.0 | 0 | tnum | PDP main price (“$160.00”) |
| price-product | AdihausDIN | 16 | 400 | 1.0 | 0 | tnum | Grid tile current price |
| price-strikethru | AdihausDIN | 14 | 400 | 1.0 | 0 | tnum | Original price strikethrough |
| price-sale | AdihausDIN | 16 | 700 | 1.0 | 0 | tnum | Sale price in trefoil-red bold |
| button-cta | AdihausDIN | 14 | 700 | 1.0 | 2px | uppercase | Primary CTA labels — uppercase 700 |
| nav-link | AdihausDIN | 12 | 700 | 1.0 | 1.5px | uppercase | Masthead category labels |
| badge | AdihausDIN | 11 | 700 | 1.0 | 1.5px | uppercase | ”NEW”, “BESTSELLER” tags |
| chip | AdihausDIN | 13 | 400 | 1.0 | 0.5px | uppercase | PLP filter chip labels |
Principles
- adidasFG with
ss01on display. The stylistic set is the typographic signature — without it, the headlines read as generic FF DIN. - Aggressive uppercase tracking. Display 96px runs at 4px tracking; sub-sections at 2.5–3px. The tracking is the engineering — Nike runs negative tracking for warmth, Adidas runs positive for precision.
- Two voices: shouted display + quiet body. Headlines uppercase 700; body mixed case 400. The hierarchy ratio is the most aggressive in mass sportswear.
- Tabular numerals on every price.
tnumon prices, sizes, product codes, shipping countdowns. - Button CTAs at 14/700 uppercase. No exceptions. Sentence case on a CTA reads off-brand.
- No expressive display alternative. adidasFG carries every display moment — there is no script face, no variable display, no rotation across families.
- Mono is absent. The brand system has no mono companion — code blocks on dev/legal pages use system mono only.
- Inter / IBM Plex Sans Condensed are the closest open-source substitutes. Adjust by ~10% positive letter-spacing to compensate for AdihausDIN’s slightly tighter cap height.
4. Component Stylings
Buttons
button-cta — pure-black (#000000) fill, white text in 14/700 uppercase with 2px tracking, 0px radius, 18×24px padding, 56px height. The most common CTA: “ADD TO BAG”, “BUY NOW”, “JOIN ADICLUB”, “SIGN UP”. Hover micro-shifts background to #1d1d1d plus a 1px white inset outline fades in. Active deepens to #3c3c3c.
button-cta-inverse — when the page is on a black band, the CTA flips to white fill (#ffffff) with black text, same uppercase 14/700, same 0px radius, same 56px height. The relationship inverts but the geometry holds.
button-secondary — transparent fill, 1px pure-black (#000000) outline, ink text in 14/700 uppercase with 2px tracking. Same 0px radius, same 56px height. Used for “WISHLIST”, “SAVE FOR LATER”, inverse CTAs over white surfaces.
button-secondary-on-black — transparent fill, 1px pure-white outline, white text. The inverse twin for black bands.
button-text — plain ink text with an arrow (“SHOP NOW →”). Uppercase 14/700. Hover grows an underline from 0 to 100% width over 200ms — the only animated underline in the system.
button-icon-square — 56×56 black fill with white icon, 0px radius. Used for search submit, mobile menu toggle, cart icon.
Cards
product-card — listing tile. White surface, 0px radius (sharp corners — definitive Adidas signature), no internal padding around the image (image fills to corners), 16px bottom padding for metadata. Stack: 1:1 product thumbnail with object-fit: cover against a flat shadow-free studio ground, “NEW” / “BESTSELLER” inline uppercase badge above title (no surface, just type), product title in 16/400 mixed case, “Men’s Performance” line in 13/400 muted, current price in 16/400 with tnum, optional strikethrough + sale price in 16/700 trefoil-red. On hover: image swaps to second photo + size-strip slides up from the bottom of the image area showing available sizes inline.
pdp-buy-box — sticky right-rail card on PDP. White surface, 0px radius, no border (relies on the gallery’s left edge to terminate), 32px padding. Stack: large price-display, “MEMBERS GET 25% OFF” red banner if eligible, size-tile grid (56×56 sharp squares), full-width black ADD TO BAG CTA, outline WISHLIST CTA, “Free shipping over $50” small print, “Available at: NYC SoHo store” pickup line.
hero-band — full-bleed black takeover (#000000) ground, white display headline in 96/700 uppercase with 4px tracking and ss01, body sub-copy in 18/400 white, white outline CTA anchored bottom-left. 0px radius. The brand’s signature dramatic moment — used for Originals drops and premium collaborations.
category-tile — square thumbnail with a single-line uppercase label beneath in 14/700 with 2px tracking. No CTA, no rating — used in homepage category navigation.
Badges, Tags, Pills
badge-new — inline uppercase “NEW” or “BESTSELLER” tag in 11/700 with 1.5px tracking. No surface, no border — just type. Sits above the product title in the card stack. Adidas resists badge surfaces because they break the shadow-free studio aesthetic.
badge-sale — inline uppercase “SALE” or “-25%” in trefoil-red (#e32b2b) 11/700 with 1.5px tracking. The only place trefoil red appears outside the trefoil itself.
chip-filter — PLP filter chip — the rare pill in the system. White fill, 1px pure-black outline, 9999px radius, 8×14px padding, 32px height. Selected state inverts to black bg / white text with the same outline. The pill geometry is intentionally chosen to differentiate filters from the sharp-cornered product chrome.
Inputs / Forms
text-input — white surface, 1px pure-black (#000000) hairline (no soft greys — Adidas commits to pure black on inputs because the form is engineering, not invitation), 0px radius, 48px height, 14×16px padding. Stacked label above in micro uppercase 11/700 with 1.5px tracking. On focus the border thickens to 2px black with a 2px outline-offset — the focus is a hard engineered ring.
search-bar — masthead inline search. White fill, 0px radius, 56px height, no border — terminates against the masthead’s bottom hairline. With a sharp-cornered black submit square (56×56) anchored right.
size-tile — sharp 56×56 squares for size selection. White fill, 1px #cccccc hairline default. Selected state: 2px black border. Out-of-stock: diagonal strikethrough (1px black line corner-to-corner). Hover: thickens to 2px black. The grid runs 4–6 tiles per row depending on container width.
Navigation
masthead — full-width white bar with a thin 1px #000000 bottom hairline, 56px height. Wordmark flush left in pure black (the three-stripe trefoil monolith). Sub-nav category labels centred in 12/700 uppercase with 1.5px tracking. Account / Wishlist / Cart utilities flush right with the same 12/700 tracked treatment plus icon-only utilities at 16×16.
sub-nav — slim 48px band beneath the masthead, white fill, 1px #000000 bottom hairline. Holds department links: “MEN”, “WOMEN”, “KIDS”, “ORIGINALS”, “PERFORMANCE”, “SALE”. 12/700 uppercase with 1.5px tracking. The sale link goes red on hover only.
mega-menu-flyout — opens from category dropdown; full-width white surface, 0px radius, no border (terminates against masthead hairline), no shadow. Multi-column nav of category trees with 14/700 uppercase column heads and 14/400 mixed-case secondary links.
breadcrumb — text-muted (#767677) with > separators (not › — Adidas uses the simpler ASCII greater-than), 13/400 mixed case.
Modals & Toasts
modal — centred dialog over a 70%-opacity ink scrim (heavier than peer scrims because Adidas wants the modal to fully command the page). White surface, 0px radius, no border, modal shadow (rgba(0,0,0,0.20) 0 16px 48px). Close X anchored top-right at 24×24, 1px black hairline.
toast — bottom-centre notifications. Black fill, white text, 0px radius, 16×24px padding. Inverts the chromatic relationship from the modal to differentiate the two patterns.
5. Layout Principles
Spacing System
- Base unit: 4px
- Scale:
4 · 8 · 12 · 16 · 20 · 24 · 32 · 40 · 48 · 56 · 64 · 80 · 96 · 128 · 160 - Section padding (vertical): 80–128px between major bands; 160px on the homepage hero band — Adidas gives editorial breath to its hero moments
- Card internal padding: 0 around the image (image flush to corners), 16px below the image for metadata; 32px for PDP buy-box
- Gutters: 16px between product tiles in grid view (engineering grid’s hard 16px); 80–128px between major page bands
Grid & Container
- Max content width: 1440px centred
- 12-column grid with 16px gutters — every major section locks to this grid
- Homepage: full-bleed hero band → 4-up grid promo tiles → 4-up product carousel → 5-up category grid → editorial mosaic
- Search results: 5 column product grid at desktop with 16px gutters; 4 → 3 → 2 at narrower widths
- PDP: 2-column with image gallery left (~58%), buy box right (~42%), variant selector and reviews stack full-width below
- Footer: 5-column link list at desktop with white ground (Adidas footer is white, not dark — keeps the brand binary)
Whitespace Philosophy
Adidas gives hero bands the most breath of any mass sportswear — 128–160px between hero and the first content row, 80px between subsequent bands. Inside each band, density is moderate-to-high — product grids run 5 across with 16px gutters, denser than Nike. The visual rhythm is breath at hero → engineered density at grid → breath at section break — closer to a German technical catalogue than a typical e-commerce template.
Section Cadence
Adidas alternates between white bands (default body, product grids, PDP) and black-takeover bands (#000000 — Originals, Y-3, premium drops, campaign hero). The black is the brand’s signature dramatic moment — it’s what distinguishes Adidas from Nike (which stays mostly white) and Puma (which mixes warm-grey). The cadence is roughly 4-to-1 white-to-black across a typical homepage.
6. Shapes & Radius Scale
| Tier | Value | Use |
|---|---|---|
| Sharp | 0px | Cards, buttons, inputs, modals — 99% of surfaces |
| Pill | 9999px | PLP filter chips only — the lone exception |
There are no compound radii. There are no soft corners. The pill chip is the lone exception, intentionally chosen to differentiate filter chrome from product chrome. Every other surface — even the cart drawer, even the mega-menu flyout, even the modal dialog — runs at 0px. The discipline is the brand.
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | no shadow | Body, masthead, footer, all editorial bands, product cards (~99% of surfaces) |
| 1 — Hover Card | rgba(0,0,0,0.06) 0 4px 12px | PDP image-gallery hover lightbox (rare) |
| 2 — Modal | rgba(0,0,0,0.20) 0 16px 48px | Centred dialogs |
| 3 — Scrim | rgba(0,0,0,0.7) | Modal backdrop — heavier than peers |
Shadow Philosophy
Adidas stays mostly flat. Depth comes from the binary surface separation (a pure-black band against a pure-white band reads as massive elevation without any shadow at all) and the photographic contrast of campaign imagery. There are no brand-tinted shadows, no atmospheric multi-layer compositions, no Stripe-style elevated cards. The modal scrim runs heavy (0.7 vs typical 0.5) because Adidas wants the modal to fully command the page when it opens — half-measures read as soft, and Adidas is engineered.
8. Interaction & Motion
Easing
- Standard:
cubic-bezier(0.4, 0, 0.2, 1)— default for hover, focus - Emphasized:
cubic-bezier(0.2, 0, 0, 1)— modal entry, mega-menu, size-strip slide-up - Engineered:
cubic-bezier(0.65, 0, 0.35, 1)— used for the underline-grow effect on text links and the hero counter-up animation
Durations
| Bucket | Value | Use |
|---|---|---|
| Fast | 100ms | CTA hover micro-shift, focus ring fade-in |
| Standard | 200ms | Card image-swap fade, underline grow, modal enter |
| Slow | 400ms | Hero takeover fade-in on page load, hero counter-up |
Per-Component Recipes
- CTA hover: background micro-shifts from
#000000to#1d1d1dover 100ms; simultaneously a 1px white inset outline fades in over 200ms. The inset is what makes the hover legible since the colour shift is subtle. - CTA press: deepens to
#3c3c3cfor 100ms on:active. - Product card hover: image swaps to second photo via crossfade over 200ms; size-strip translates Y(100% → 0) over 240ms emphasized, revealing available sizes inline. The size strip lets users add to bag without leaving the grid.
- Text-link hover: underline scales from 0 → 100% width over 200ms ease-engineered with
transform-origin: left. Colour stays — only the underline animates. - Hero takeover fade-in: full-bleed black band fades from opacity 0 → 1 over 400ms on initial page load; display headline counts up via intersection observer.
- Mega-menu flyout: 200ms ease-out fade; no slide.
- Modal enter: scrim fades in over 200ms, dialog translates from
translateY(8px) opacity(0)to0/1over 240ms emphasized.
Page Transitions
Page-to-page navigation uses no transition — links fire a hard navigation. The Adidas position is engineered speed; transitions read as soft.
Reduced Motion
Respects prefers-reduced-motion: reduce. Card image-swap becomes instant (no crossfade). Size-strip becomes statically-visible on hover. Underline-grow becomes statically-rendered (always visible). Hero counter-up becomes static. The page remains fully functional with motion off.
9. Accessibility & A11y
Contrast Pairs
| Pair | Ratio | Level |
|---|---|---|
#000000 ink on #ffffff canvas | 21.0 | AAA |
#ffffff on #000000 CTA | 21.0 | AAA |
#ffffff on #1d1d1d CTA hover | 16.6 | AAA |
#000000 link on #ffffff (link colour stays black) | 21.0 | AAA |
#767677 muted on #ffffff | 4.7 | AA |
#e32b2b trefoil-red on #ffffff | 4.5 | AA large |
#ffffff on #e32b2b sale flag | 4.5 | AA large only — Adidas compensates by using 11/700 uppercase |
The pure-black-on-pure-white pairing gives Adidas the highest contrast ratio in mass sportswear (21.0). The trefoil-red against white sits at AA-large only — Adidas compensates by using 11/700 uppercase for sale-flag text, pushing the type into the “large text” threshold where 4.5 reaches AA.
Focus Indicators
Focus ring is 2px solid #000000 with 2px outline-offset. Buttons, inputs, links, and size tiles all gain a hard pure-black ring on :focus-visible. There is no soft focus glow, no brand-coloured ring — Adidas commits to engineered black on every focus state. The 2px outline-offset means the ring sits 2px outside the element’s perimeter, giving it room to read against the edge.
ARIA Patterns
- Search bar:
role="search". Input hasaria-label="Search adidas products". - Product card: entire tile wrapped in
<a>with verbosearia-label— “Hyperboost Edge running shoe, men’s, 4 colours available, $160”. - Size selector:
role="radiogroup"witharia-labelledbypointing to the “Size” label. Each size tile isrole="radio"witharia-checkedreflecting selection. Out-of-stock tiles havearia-disabled="true"andaria-label="Size 10, out of stock". - Wishlist heart:
aria-pressedto communicate save state. Label: “Add to wishlist” (default) → “Remove from wishlist” (when active). - Mega-menu flyout:
role="menu"withrole="menuitem"; arrow keys navigate, Escape closes.
Keyboard Navigation
- Masthead: Tab moves logo → search input → search button → main nav → account → wishlist → cart
- Search results: Tab through tiles in document order; wishlist heart is its own tab stop
- PDP: Tab through gallery → variant selectors (colourway → size) → quantity → ADD TO BAG → wishlist
- Mega-menu: arrow keys navigate, Esc closes
- Size grid: arrow keys move between tiles; Enter selects
Screen Reader Hints
Verbose aria-label on icon-only buttons. The wishlist heart announces “Add to wishlist” or “Remove from wishlist” depending on state. Out-of-stock size tiles announce as disabled with the size noted in the label.
Reduced Motion
All transitions degrade to opacity-only. Card image-swap becomes instant. Size-strip becomes statically visible on hover. Underline-grow becomes statically rendered.
10. Responsive Behavior
Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | <600px | Masthead collapses to logo + cart + hamburger; search becomes a separate tap-to-open drawer; product grid 2-up; PDP buy-box stacks beneath gallery; CTA becomes sticky-bottom |
| Tablet | 600–960px | Full masthead with inline search; product grid 3-up |
| Desktop | 960–1280px | Sub-nav with full department links; product grid 4-up |
| Wide | 1280–1440px | Content caps at 1440px; product grid 5-up |
Touch Targets
- Primary CTAs: 56px height — exceeds AAA
- Search bar: 56×56px
- Wishlist heart on cards: 44×44px — meets AA
- Size tiles: 56×56px — exceeds AAA
- Product tile: entire 280×420px tile is tappable
Collapsing Strategy
- Masthead: utilities (account, wishlist) hide first; only logo + cart + hamburger remain at <600px
- Search bar: drops out of inline masthead and becomes a separate tap-to-open drawer at <960px
- Product grid: 5 → 4 → 3 → 2; 16px gutters compress to 12px → 8px
- PDP: 2-column splits to single-column stack at <960px; ADD TO BAG becomes a sticky bottom bar
- Hero takeover: black band height shrinks from 80vh → 60vh on mobile
- Size grid: 6-up → 4-up at narrower widths
Image Behavior
Product thumbnails use aspect-ratio: 1/1 with object-fit: cover against a flat shadow-free studio ground (Adidas commits to flat-lay product photography across the storefront — no lifestyle shots in the grid). PDP main gallery supports zoom-on-hover and lightbox click. Hero campaign imagery uses full-bleed aspect-ratio: 16/9 on desktop and 4/5 on mobile.
Container Queries
Used in the PDP buy-box: when the right rail narrows below ~360px, size grid collapses from 6-up to 4-up and the colourway selector switches from inline thumbnails to a horizontal scrolling rail.
11. Content & Voice
Tone
Engineered, athletic, declarative. Adidas’s voice is “the technical brief from the German engineering team about the next generation of footwear” — every line names a function, names a benefit, names a runner. Headlines lead with performance (“HYPERBOOST EDGE”, “ULTRABOOST 24”) rather than emotion. The brand consistently positions Adidas as the engineered choice — sport built right.
Microcopy Patterns
- Button verbs: “ADD TO BAG”, “JOIN ADICLUB”, “BUY NOW”, “SHOP NOW →” — uppercase, direct, outcome-named, often with a trailing arrow on text-CTAs
- Error message recipe: brief + corrective — “We couldn’t process this. Please try a different card.” No apology, no warmth.
- Success confirmations: factual — “ADDED TO BAG · ULTRABOOST 24 · MEN’S US 10”
- Field labels: short and uppercase — “EMAIL”, “CARD NUMBER”, “ZIP / POSTAL CODE”
- Stock urgency: “ONLY 2 LEFT” or “BACK IN STOCK SOON” — uppercase, no exclamation, factual
Empty States
Empty cart: “YOUR BAG IS EMPTY. SHOP NEW ARRIVALS.” — uppercase, two-clause, single CTA.
Empty wishlist: “NO ITEMS IN YOUR WISHLIST. TAP THE HEART ON ANY PRODUCT TO SAVE IT.” — instructive, uppercase.
Empty search: “NO RESULTS FOR [QUERY]. TRY A DIFFERENT KEYWORD OR BROWSE THE LATEST DROPS.” — names cause + alternative.
CTA Verb Conventions
- Primary: “ADD TO BAG” (default), “BUY NOW” (one-step checkout), “JOIN ADICLUB”, “SIGN UP”
- Save: “WISHLIST” (Adidas uses “wishlist”, not “favorites” — heart-icon vocabulary)
- Tertiary: “SHOP NOW →”, “LEARN MORE →”, “SEE ALL”
- Avoided: “Submit”, “Click here”, “Get it now” (Adidas prefers the cleaner “Buy now” or “Add to bag”)
- Always uppercase. Always 700 weight on display CTAs. Sentence case on a CTA reads off-brand.
12. Dark Mode & Theming
No separate dark mode. The default storefront is light, and Adidas instead inlines black-takeover bands within the light page. There is no toggle, no system-preference inversion, no colors-dark: map. The brand position: black appears as a chromatic moment within an otherwise light page (Originals takeover, Y-3 drops, premium campaign hero) — making the black inversion event-driven and editorial rather than user-toggled.
The lone “darker mode” is the inline black band, which uses:
bg: #000000text: #ffffffsurface-dark: #1d1d1d(for elevated surfaces inside the band — mega-menu flyouts on a black takeover)border: #fffffffor hairlines on inverse outline buttons- Trefoil-red and sale-red unchanged
13. Lineage & Influences
Adidas’s visual lineage runs through three traditions: German Bauhaus and Functionalist design (the founding father Adi Dassler grew up in 1920s Bavaria during the height of Bauhaus’ codification of geometric utility — the trefoil mark and three-stripe motif both descend from this period); FF DIN 1451 and German road signage (the AdihausDIN typeface family is a direct descendent of the 1936 DIN signage standard, giving Adidas its engineered uppercase voice); and modern Swiss grid typography (the 12-column 1440px engineering grid traces back to Müller-Brockmann’s 1961 Grid Systems applied to e-commerce).
The 2018 brand refresh, codified by the in-house Adidas Brand Design team, paired the existing trefoil + AdihausDIN with a binary monochrome palette, sharp-cornered geometry, and aggressive uppercase tracking. The pre-2018 storefront mixed greys and rounded buttons; post-2018 it commits fully to the binary white-black engineering canvas. The trefoil-red appears now exclusively on the trefoil itself and on clearance flags — never on chrome.
What Adidas rejects: warm greys, soft corners, multi-colour brand systems, expressive display typefaces, atmospheric shadows, sentence-case CTAs, and dark mode toggles. The brand position is engineered precision — Adidas wants to feel like a German technical manual, not a soft consumer marketplace.
Influences:
- Bauhaus / Dessau — geometric utility, three-stripe monolith
- FF DIN 1451 (1936 German road signage) — typographic ancestor of AdihausDIN, fontfont.com
- Müller-Brockmann Grid Systems (1961) — the 12-column engineering grid
- Adi Dassler / Herzogenaurach — founding industrial-utility aesthetic
- Y-3 (Yohji Yamamoto x Adidas) — black-takeover hero band convention
- Stussy / Supreme — uppercase tracked typographic discipline
- BMW M / Mercedes-AMG — German automotive technical-manual layout
14. Do’s and Don’ts
Do
- Anchor the brand on pure black (
#000000) on pure white (#ffffff) — no warm-greys, no off-white - Run AdihausDIN body + adidasFG display with
ss01enabled on display headlines - Render headlines uppercase 700 with 2.5–3px positive tracking — the tracking is the engineering
- Use sharp-cornered (
0pxradius) CTAs at 56px height with white 14/700 uppercase labels and 2px tracking - Reserve trefoil-red (
#e32b2b) for the trefoil mark and clearance flags only — never for chrome - Use black-takeover hero bands for Originals, Y-3, premium drops — full-bleed inversion
- Lock every section to the 12-column 1440px engineering grid with 16px gutters
- Render product cards with
0pxradius, image flush to corners, minimal type chrome below - Use 1px pure-black hairlines for dividers — not soft greys
- Animate text-link underlines from 0 to 100% width on hover — the only animated underline in the system
Don’t
- Don’t introduce warm greys or off-whites — every neutral is pure black or pure white
- Don’t soften corners —
0pxradius across cards, buttons, inputs, modals - Don’t use sentence-case on CTAs — uppercase 700 with 2px tracking always
- Don’t use trefoil-red on chrome — keep it on the trefoil + sale flags only
- Don’t add multi-layer atmospheric shadows — Adidas stays single-layer flat across 99% of surfaces
- Don’t introduce a script or expressive display face — adidasFG carries every display moment
- Don’t use exclamation marks — the voice is engineered, not giddy
- Don’t run negative tracking on display — Adidas uses positive tracking; Nike uses negative
- Don’t add a dark mode toggle — black appears inline as event-driven editorial bands instead
- Don’t say “Submit” or “Click here” — every CTA names the outcome (ADD TO BAG, BUY NOW, JOIN ADICLUB)
- Don’t drop section padding below 80px — Adidas gives editorial breath to its hero moments
- Don’t mix the chip-pill geometry (9999px) onto product chrome — pills are for filters only
15. Agent Prompt Guide
Quick Color Reference
Canvas: #ffffff
Inverse: #000000
Ink: #000000
Brand: #000000
Brand Hover: #1d1d1d
Trefoil Red: #e32b2b
Surface Soft: #f5f5f5
Border: #cccccc
Border Strong: #000000
Muted: #767677
Success: #1a8917Example Component Prompts
- “Create an Adidas-style ADD TO BAG button: a 56px-tall sharp-cornered (
0pxradius) rectangle with pure-black (#000000) fill, white text in AdihausDIN 14/700 uppercase with 2px letter-spacing, 18×24px padding. Hover micro-shifts background to#1d1d1dand a 1px white inset outline fades in over 200ms.” - “Build an Adidas masthead: full-width white bar with a 1px pure-black bottom hairline, 56px tall. Adidas trefoil wordmark flush left in pure black. Sub-nav category labels centred (‘MEN’, ‘WOMEN’, ‘KIDS’, ‘ORIGINALS’, ‘PERFORMANCE’, ‘SALE’) in AdihausDIN 12/700 uppercase with 1.5px tracking. Account / Wishlist / Cart utilities flush right with the same uppercase tracked treatment plus 16×16 icon-only utilities.”
- “Design an Adidas product card: white surface,
0pxradius (sharp corners), no internal padding around the image (image fills to corners), 16px bottom padding for metadata. Stack: 1:1 product thumbnail withobject-fit: coveragainst a flat shadow-free studio ground, optional ‘NEW’ inline uppercase 11/700 badge above title (no surface, just type), product title in AdihausDIN 16/400 mixed case, ‘Men’s Performance’ line in 13/400 muted, current price in 16/400 withtnum, optional strikethrough + sale price in 16/700 trefoil-red#e32b2b. On hover: image swaps to second photo via crossfade and a size-strip slides up from the bottom of the image area showing available sizes inline.” - “Create an Adidas hero takeover: full-bleed black (
#000000) band, 80vh tall. White display headline in adidasFG 96/700 uppercase with 4px letter-spacing andss01enabled — ‘HYPERBOOST EDGE’. Sub-copy in 18/400 white. White 1px outline CTA anchored bottom-left (‘SHOP NOW →’) in AdihausDIN 14/700 uppercase with 2px tracking. Page-load fade-in over 400ms.” - “Build an Adidas size selector: grid of 56×56 sharp
0pxradius squares, 6 across at desktop, 4 across at narrower widths. Default state: white fill, 1px#cccccchairline, AdihausDIN 14/400 size label. Selected state: 2px black border. Out-of-stock: 1px diagonal black strikethrough corner-to-corner. Hover: thickens border to 2px black.” - “Design an Adidas PDP buy-box: white surface,
0pxradius, 32px padding, no border. Stack: large price in AdihausDIN 28/700 withtnum(‘$160.00’), ‘MEMBERS GET 25% OFF’ inline trefoil-red 14/700 uppercase, colourway thumbnail rail (4 across, 56×56 squares), size-tile grid (6 across, 56×56 squares with selected/disabled states), full-width black ADD TO BAG CTA, 1px outline WISHLIST CTA, ‘FREE SHIPPING OVER $50’ in 13/400 muted, ‘AVAILABLE AT: NYC SOHO STORE’ pickup line in 13/400 muted.”
Iteration Guide
- Start with binary monochrome. If your page has warm greys, off-whites, or soft blacks, it isn’t Adidas. Pure white (
#ffffff) + pure black (#000000) is the foundation. - Sharp corners everywhere.
0pxradius on cards, buttons, inputs, modals. The pill chip is the only exception (filters only). - Uppercase 700 with positive tracking on display. AdihausDIN/adidasFG at 700 weight, headlines uppercase with 2.5–3px letter-spacing. Negative tracking is Nike’s territory.
- CTAs at 56px / 14/700 uppercase / 2px tracking /
0pxradius. No exceptions. - Reserve red for the trefoil and clearance flags. If red appears on chrome (CTA, masthead, link), it isn’t Adidas. The discipline is the brand.
- Black takeover for premium moments. Originals drops, Y-3 collaborations, hero campaign bands — full-bleed
#000000background with white inverse type. - 12-column 1440px grid with 16px gutters. Lock every section to it. The grid is the engineering.
- Animate underlines, never colours. Text-link underlines grow from 0 to 100% on hover with
transform-origin: left. Link colour stays black.
Drop adidas into your project, then ship the actual sections in an afternoon.
1 · install design
npx design-md add adidas 2 · ship landing page
npx agentkit init --design adidas light fashion
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