Adidas
Adidas's boundary-pushing sportswear, streetwear and high-fashion collaborations
Featured Adidas projects
This week's top Adidas projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Adidas · Adidas x Lionel Messi: La Última
Adidas presents "La Última," a sports fashion campaign featuring athlete Lionel Messi. The project captures the athlete in a series of vertical portraits, balancing commercial sportswear aesthetics with an editorial approach. Photographed by Diego Bendezu, the work utilizes moody, low-key lighting and a rich blue color palette to frame the subject. The imagery alternates between studio portraits against desaturated, textured backgrounds and compositions incorporating the Argentine national flag. These shots highlight technical apparel details, including soccer jerseys and tracksuits, through a mix of clean, natural light and directional, high-contrast studio setups.
Adidas · Endtroduction
In the Endtroduction commercial, Adidas explores the crossover between professional athletics and pop culture. Featuring athlete Anthony Edwards, the project leans into late-night television aesthetics to frame a high-energy stage performance. The spot was directed by Onda, with cinematography by Iain Trimble. Creative direction was led by Alfonso Ruiz and Zack Browne, capturing Edwards against a signature warm orange backdrop and stylized skyline. The production utilizes live-action techniques to integrate athletic branding with entertainment-focused visuals.
Adidas · The Ants
Adidas presents 'The Ants,' a cinematic commercial project that anchors its narrative within the atmospheric confines of a classic, wood-paneled billiard room. Directed by Alessandro de Leo, the film captures the interplay between character and setting, featuring appearances by Kimi Antonelli and Anthony Edwards. Creative direction by Demetrio Chirico and Alessandro Pomè utilizes warm tungsten interior lighting and natural light to emphasize the textures of the space, from vintage newspapers to the green felt of the tables. Director of photography Andrea Gavazzi employs a grainy, analogue film aesthetic to define the project's visual identity, grounding the sportswear brand in a highly tactile and intimate environment.
Adidas, Tate McRae · Work It
In the high-energy campaign Work It, global pop icon Tate McRae seamlessly blends the worlds of professional athleticism and street-ready style through her latest collaboration with Adidas. This sportswear project captures a raw, authentic look at performance, focusing on the discipline required for elite physical training. Shot within a sun-drenched, industrial gymnasium, the cinematic live-action technique emphasizes the precision of movement as McRae navigates a rigorous workout in navy blue three-stripe gear. By utilizing slow motion to highlight the controlled intensity of single-arm dumbbell rows, the visual narrative moves beyond standard commercial fare to celebrate the grit behind the glamour. The clean, high-key lighting bouncing off the bold red flooring creates a striking contrast that feels both aspirational and grounded. Production house Object & Animal orchestrates this lifestyle-driven aesthetic, successfully positioning the collection as functional equipment for those who refuse to compromise on either form or aesthetic impact. The project expertly leans into a polished, editorial minimalism that aligns perfectly with the brand's heritage while pushing a modern, movement-focused agenda. Ultimately, Work It functions as a masterclass in modern fashion advertising, demonstrating how dynamic, rhythmic editing can elevate everyday athletic apparel into a compelling visual story that resonates with a fitness-conscious audience looking for authentic inspiration in their gear.
Adidas · Euphoria
Adidas leans into the raw, unscripted energy of youth culture with its Euphoria campaign, a project that reframes sportswear as the essential uniform for genuine human connection. Eschewing the hyper-polished aesthetic of traditional athletic advertising, this commercial production captures a diverse collective of friends navigating an urban landscape that shifts from the neon-lit nostalgia of a diner to the gritty realism of a concrete bus stop. By prioritizing authentic interaction over staged perfection, the campaign channels a sense of community that feels both spontaneous and grounded. The creative execution, brought to life through sophisticated live-action technique, utilizes fluid camera movements to mirror the kinetic spirit of the cast, while the deliberate use of slow motion adds a cinematic texture to everyday moments like sharing a soccer ball or working in tandem within a kitchen. A cool, desaturated colour palette anchors the visual identity, creating a cohesive aesthetic that feels distinctly modern yet effortlessly relaxed. With agency and creative direction from Johannes Leonardo and high-level production support from Object & Animal and Sugar Free TV, the project successfully elevates lifestyle storytelling, proving that the most compelling fashion narratives are built on the strength of collaboration and the beauty of shared experiences in the everyday world.
Adidas · Adidas D.O.N. Issue #8
In a sophisticated subversion of the typical high-energy sportswear campaign, the latest creative effort for the Adidas D.O.N. Issue #8 grounds the performance footwear in a surprisingly scholarly setting. Eschewing the conventional grit of the basketball court, the project unfolds within the quiet, stately interior of a library, bridging the gap between intellectual rigor and athletic agility. Through a masterful use of cinematic live-action technique, the narrative juxtaposes the serene focus of individuals in academic attire with the kinetic, vibrant energy of the sneakers as they appear amidst rows of books. The visual language relies heavily on warm, ambient lighting from vintage-style banker lamps and ornate hanging lanterns, which softens the overall aesthetic and creates a scholarly atmosphere that feels both intentional and elevated. By employing strategic slow motion, the piece isolates the rhythmic bounce of a basketball against patterned carpet, drawing the viewer's eye toward the footwear as the true protagonist of the scene. This commercial spot successfully positions the silhouette not just as a piece of performance gear, but as a cultural statement that transitions seamlessly from the hardwood to more contemplative environments. The result is a refined brand narrative that leans into a collegiate aesthetic, proving that even the most high-performance gear can inhabit a library with poise and purpose.
Adidas · Nightmare - All In Or Nothing
The Adidas campaign 'Nightmare - All In Or Nothing' delivers a high-octane sports narrative that bridges the gap between intense individual training and the scale of professional soccer. The project captures players in moments of focus across a variety of settings, moving between moody, desaturated interior environments and expansive outdoor pitches. Produced by GREATERGOOD, the spot relies on rapid editing and atmospheric camera movement to maintain its pace. The execution leans into a cinematic live-action technique, emphasising movement and contrast to define the intensity of the sporting experience.
Adidas · House Match
Adidas presents House Match, a film campaign bringing together football icons Zinedine Zidane and David Beckham within a domestic setting. The project transitions from virtual gaming to an impromptu indoor kickabout, utilizing a live-action technique to ground the athletes in a casual environment. Production for the spot was handled by GREATERGOOD. The cinematic visuals emphasize a clean aesthetic, leveraging the contrast between the home interior and the high-energy sporting action.
Adidas · Supernova Rise
The Adidas Supernova Rise campaign delivers a cinematic look at the morning ritual, focusing on the intimate preparations that precede physical activity. Directed by Visie Admin, the project captures the quiet intensity of a daily routine through an atmospheric lens. Moving from a muted bedroom setting to the high-contrast environment of a red-lit shower, the visual narrative emphasizes personal grooming and the tactile process of dressing. William McVay handled post-production and VFX, contributing to the overall gritty, live-action aesthetic that defines the commercial. The project leans into low-key lighting to maintain a grounded, personal tone throughout the piece.
Adidas · Supernova Rise 3 Adaptive
Adidas introduces the Supernova Rise 3 Adaptive, a performance footwear launch designed for athletes with disabilities. Directed by Jason van Bruggen with agency support from TBWA Canada, the commercial balances gritty, location-based running sequences with clean studio product focus. Featuring production by Suneeva, the project leans into a desaturated aesthetic and live-action technique. The narrative highlights the practical demands of adaptive gear through an editorial commercial style, anchored by the creative direction of Andrew MacPhee.
Adidas · Optimé FW25
Adidas introduces the Optimé FW25 collection through a fast-paced campaign that observes a series of individuals moving through domestic and urban landscapes. The project, led by agency Johannes Leonardo, highlights the apparel's versatility across a range of daily activities and environments. The visual approach uses live-action technique and natural lighting to emphasize movement, paired with vibrant color grading. The edit captures a diverse cast transitioning between quiet, sunlit interiors and active city sidewalks. Production support was provided by Max Cooper and Lost Planet, with post-production efforts by Max Cooper and Post. The project's rhythmic pace is underscored by music and sound design from Barking Owl and Record-Play LTD.
Adidas · F50
Adidas introduces the F50 with a cinematic campaign that centers on a high-stakes, nocturnal operation. Directed by Arthur Couvat, the film captures athletes, including David Beckham, coordinating across urban rooftops through tense surveillance and strategic communication. The project channels a sense of urgency through moody, desaturated visuals and sharp, live-action techniques. Wieden+Kennedy developed the creative, with post-production and VFX handled by Selected Works to refine the atmospheric aesthetic of the sports performance launch.
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