adidas is repositioning its outdoor division and wishes for a stringent and unusual fair concept to embody and strengthen the athletic core competency of the brand in the outdoor market. The dominant theme of this fair presentation was “athletics” and was directly incorporated into the design: not a gram too much! The booth concept was derived from a piece of folded paper with the folds generating an impression of lightness, stability and dynamics. The esthetic result also created intentional associations to cliff walls and rugged mountain peaks.