In this candid conversation I will talk with Sara Forsmark about the great challenges of creating a global color vision for the sports performance brand Adidas. How does she incorporate topics such as sustainability and inclusivity in her colourful work? Print and pattern is key in the world of apparel and footwear, how are they materialised in color visions? Sara is a fervent color advocate but even more so when it comes to debunking color perceptions and concepts, let's listen which ones nerve her the most.

Sara Forsmark is a creative who navigates and transforms the complex world of color into future forward color concepts and visions.

For Sara, color is beauty and currency; for life, humanity, design, brands and business. With color at the core, her ambition is to be a strong voice for color by creating awareness of all its qualities; as a creator of aesthetic experiences, to shaping meaningful connections between brand, culture and its audiences, and beyond.

With a big picture view, she contextualises worldly movements and growing disruptive shifts into brand relevant color insights and content; and fuses creativity with science; to craft, drive and lead way for new authentic and purposeful color expressions and stories; that speaks brand, debunks aesthetic norms and provokes emotion towards a better and different tomorrow.

Her work experiences span across a diverse range of categories and brands, a journey that started at agencies creating CMF designs for clients as LG, Hewlett-Packard and Bowers & Wilkins, before moving into the world of sports, shaping and steering brand global creative visions for color at adidas. A color design role she currently holds in the adidas Global Creative Direction team.