In Brief

The New York Times reports on (friend of PSFK) NeochaEdge, and their mission to showcase the work of illustrators, graphic designers, animators, sound designers and musicians from across China.

The New York Times reports on (friend of PSFK) NeochaEdge, and their mission to showcase the work of illustrators, graphic designers, animators, sound designers and musicians from across China.

IT isn’t the familiar Adidas look — that bold and basic three-stripe logo. Instead, it’s a design meant to evoke blowing wind, flowing water and flapping wings.

The tricked-out design for new T-shirts in China was created by Chen Leiying, a 27-year-old artist known as Shadow Chen who lives in the coastal city of Ningbo. She is not even an employee of the company, but multinationals like Adidas are beginning to turn to young creative types like her to dream up images and logos for the under-30 set in China, a group that is 500 million strong.

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