Adidas

May 2026

The adidas Originals by Avavav Spring-Summer 2026 campaign bridges the gap between high-performance sportswear and avant-garde streetwear through a lens of raw, uncompromising confidence. Under the sharp creative direction of Beate Skonare Karlsson, the project challenges traditional athletic aesthetics, trading typical stadium energy for a controlled, intimate atmosphere. Photographer Lennert Madou captures this tension perfectly, utilizing soft light and a minimalist grey seamless backdrop to ensure the collection’s intricate design details remain the undisputed focal point of every frame. The editorial photography style leans into a distinctively moody, retro sensibility, evidenced by the model’s intentional styling—specifically the interplay of branded archival elements with contemporary, provocative silhouettes like low-slung denim and saturated accessories. By pairing classic red three-stripe detailing with unconventional layering, the campaign breathes new life into the heritage of the brand while firmly establishing a rebellious narrative. This collaboration successfully disrupts the expected sportswear visual language, opting instead for a deliberate, cinematic stillness that emphasizes personal style over athletic performance. The final output resonates as a masterclass in fashion-forward brand storytelling, proving that even the most established icons can evolve when the right creative vision is applied to their core identity, resulting in a cohesive, stylish statement for the upcoming season that feels both nostalgic and refreshingly modern.

Editorial, Vertical, Moody, Retro

Soft Light

Sportswear, Streetwear, Fashion