Adidas
Content
Production
The adidas Strength campaign goes behind the scenes of progress, transformation and discovery – of aspiration. Focusing on the mental fortitude and discipline required for personal growth, it displays the real stories of individual strength that tie us together.
Steering away from clichés, it delved into the less visible moments that connect deeply with the relatable aspects of physical, mental, and emotional strength.
“These are the real stories of strength and this is how we really train. A diverse, global community connected by a shared mindset—the motivation to progress, to transform and discover together, to be what we want to be.
Strength lies beyond muscle, in the pre and the post, in the mind and emotions, in the highs and the lows, in the rituals, the sleep cycles, the recognition, the moments in between. adidas gives us the tools to help us unlock our potential.
We bring these stories to life with optimism and honesty. Together we find unique perspectives.”
Project Scope:
Field
Retail & Lifestyle
Year
2024
Production
Editorial Photography
Editorial
We showcased unique perspectives and employed bold capture techniques that create distinct, yet simple, and elevated visuals that resonate with the brand's essence. By focusing on the product, we revealed its functional purpose while conveying the emotional benefits it brings to athletes. Every shot highlighted what is distinctly adidas, marrying style with performance seamlessly.
From the sweat on a runner's brow to the determined focus in a weightlifter's eyes, each image told a story of resilience, dedication, and the triumph of the human spirit. The campaign aimed to inspire the audience not just with the beauty of athleticism, but with the raw authenticity of the journey towards greatness.
Peeling back the curtains on what greatness truly entails, the adidas Strength campaign portrayed athletes going through the process of progress. In contrast to “highlights” that showcase the sweetness of triumph, the video magnified the physical, mental and emotional struggles that one endures as they strive towards improvement. The result is the deeply human and relatable display of the journey that everyone embarks on when fulfilling their potential and dreams.
