adidas x MattB Customs: 1-of-1 Five Ten Hellcats for a Downhill Mountain Bike Race Team

adidas came to MattB Customs with a project for their downhill mountain bike race team: give every rider a pair of race shoes designed entirely around them. Over three years, we've designed and hand-painted one-of-one Five Ten Hellcats for each athlete, built from their own briefs and raced in competition.

Best fit for: brands with sponsored athletes or teams who want one-of-one, performance-ready product designed with each athlete, plus behind-the-scenes content to launch it.

One template, a completely custom brief

Each athlete was given a design template to fill in with their own ideas, from colours and themes to the details they wanted on the shoe. There were no set limits on what a rider could ask for. Every pair started from the athlete's own brief, not a pre-made collection.

From brief to digital mock-up

Our design team turned each brief into a digital mock-up on the Five Ten Hellcat. We then went back and forth with the athlete until they were completely happy with their design, before a single brush stroke went on the shoe.

Every design told the rider's story

No two pairs looked alike. Some riders built their design around their home country. Others chose the things they're most passionate about outside of racing. One rider had his kids draw his design, complete with motivational quotes, which we replicated onto the shoe in his children's own handwriting.

Content built into production

Throughout production, we filmed each pair being made in our Manchester studio. Those clips went to adidas, who combined them with footage of each athlete receiving their shoes ahead of their race. adidas got a full content story for every rider, from first brushstroke to first reaction.

Designed to be raced in

These weren't display pieces. Every athlete wore their custom pair to race, so each design had to survive mud, rain and full downhill race conditions. Our paint finish is crack and water resistant and made to be worn.

Three years and counting

What started as one project has run for three years, with new riders and new designs each time. It shows how one-of-one customs can become a regular part of an athlete sponsorship programme, not just a one-off moment.

Can MattB Customs design custom shoes for our sponsored athletes or team?

Yes - this is the adidas model: a brief from each athlete, a digital mock-up they sign off, a one-of-one pair made to be used in competition, and production footage your team can use for content.

Want one-of-one product for your athletes or team? Get in touch via our Work With Us page or email business@mattbcustoms.com, or browse our full Case Studies library.