Juan Castro — Designer

adidas MLS 2025

We created a full campaign, from a toolkit to a short film, highlighting all 30 MLS clubs celebrating the culture of pickup soccer, where fans express their love for the game on their own terms.

adidas MLS 2025

We created a full campaign, from a toolkit to a short film, highlighting all 30 MLS clubs celebrating the culture of pickup soccer, where fans express their love for the game on their own terms.

adidas MLS 2025

We created a full campaign, from a toolkit to a short film, highlighting all 30 MLS clubs celebrating the culture of pickup soccer, where fans express their love for the game on their own terms.

TEAM

adidas, Experience.Monks

YEAR

2024

project

The adidas MLS Toolkit 2025 is a modular collection of visual assets developed to support campaign storytelling across photography, film, and global retail. Designed as a flexible system, the toolkit established a consistent visual language that could adapt across clubs, media formats, and in-store environments while maintaining a unified campaign identity. Every asset was created to function across production and implementation, extending seamlessly from set design to retail execution.

I led the concept and design of the photoshoot props, developing club-specific objects and set elements that reinforced each team's visual narrative while fitting within the broader campaign system. I also designed multiple title card explorations for School of Soccer, creating a flexible motion graphic framework used to introduce players throughout the short film. My work focused on building adaptable design assets that could scale across photography, motion, and retail applications.

The short film, led by Arsenal legend Ian Wright, spotlights Lionel Messi, Gabriel Pec, Darlington Nagbe, Denis Bouanga, and Cavan Sullivan, capturing their unique styles on and off the pitch. Premiering on @adidasfootball, the campaign builds anticipation for the new season and club kit drops.