In 2007, the then still young design group Laborrotwang was commissioned to design the "Adi Dassler Brand Center Panama City" for Adidas. This was to become part of the Adidas Latin America headquarters from 2008 onwards. The naming was inspired by the "Brand Center" at the company's headquarters in Herzogenaurach, which is also named after the company’s founder.
The branch in Panama City was planned to occupy a floor of an office building with an area of just over 1,200 square meters. It was designed to include multiple conference and meeting rooms, as well as showrooms with extensive product presentation options, a cafeteria, office spaces, and a lobby.
While I was involved in the early concept phase of the project, my main task was designing a roughly 25-meter-long "Adidas timeline." This was to be installed in the main corridor of the center, illustrating the company's history from its founding to the present.
Key elements of the timeline included life-sized cutouts of renowned athletes such as Jesse Owens, Fritz Walter, Franz Beckenbauer, and Steffi Graf, all of whom are closely linked to the brand's history. Additional graphic elements included shoe models and footballs printed in their original sizes, photographs of historic events, logos, and bilingual texts in English and Spanish.
At that time, Adidas did not have a central department responsible for brand history, so I had to conduct extensive research myself. While the timeline’s texts were based on company publications, I adapted and modified them for the exhibition graphics.
