Long before responsive design was an established concept, we conceived a dynamic environment for the relaunch of Adidas Tennis, creating content layout algorithms that designed specifically for variation in presentation right from the start.

The concepts behind the interface and resulting content display was also created to compliment the game itself: a steady back and forth of elegant arching trajectories (sometimes shorter, sometimes longer) and reshuffling of the main stage on which the action happened.

True to a good interface concept, Adidas Tennis incorporated a UI that, in essence, also became part of the overall branding behind the product line, and not just a smoke and mirrors effect or gimmic.