Sneakermania is an annual sneaker convention in Brussels. 2023 was the year the organisation wanted to further professionalise and grow the event. To coincide with that, it was the first time they hosted the event for a full weekend. The team behind Sneakermania reached out to rebrand into something more serious to align with the above.
Drawing inspiration from museums and art exhibitions, I treated sneakers like high art. The main campaign image is a abstract rendition of the sole of a Jordan 1, with the color scheme reminiscing sneaker boxes so everything already feels familiair to sneakerheads. Combined with straight forward classy type and a logo inspired by 90's sportswear, the identity is instantly recognizable even in it's simple ways.
With their expansion, Sneakermania also wanted to reassure that the event is about more than just sneakers without being renamed, which is why I suggested making the logo 'SNKRMANIA' and why I created the baseline 'A Celebration Of Culture' to keep things open for the future.
CLIENT Sneakermania ROLE Graphic Designer & Creative Director YEAR 2023