WRRC
REMATCH COLLAB
CONCEPT
“WHAT IF THE RACE ALREADY HAPPENED?”
For Copenhagen Half and the World Road Running Championships in Copenhagen, HYLD Studio led the creative direction and production of a collaboration between adidas Running and French creative studio Rematch Rematch.
Rooted in vintage race tees, Rematch has evolved into a design studio and creative consultancy, bringing sporting heritage into contemporary culture through editorial content, collaborations, events and carefully considered products.
Together, we developed a concept built around one question: What if the race already happened? Drawing on the rituals and memorabilia of race day, we brought the post-race experience into the days before the starting gun. A recovery drink before the effort. A race tee before the finish line. A souvenir of a moment still to come.
Across two days, the concept came to life through a vintage pop-up, bringing together a curated selection of vintage adidas tees, limited adidas and unbranded T-shirts, and an exclusive “Copenhagen World” tee designed for the weekend. Part shop, part meeting point, the space invited runners and visitors to explore the visual culture of running, from its collected past to a future race-day memory.
The spatial design was developed with Antenna, drawing on the lines and geometry of an athletics track. A simple layout and carefully integrated logos created a cohesive setting for the garments, allowing the stories, graphics and sporting heritage of each piece to take centre stage.
Art direction REMATCH REMATCH
Creative direction: Hyld Studio
Production: @hyldstudio
Graphics: REMATCH REMATCH
Installation Antenna Projects