Adidas Originals

Jan 2024

Adidas Originals celebrates the heritage of New Zealand rugby with a collection that blends athletic performance wear with a lifestyle-focused aesthetic. The campaign, which leans into an editorial, analogue-inspired look, shifts the focus from the pitch to the quiet, everyday moments of the culture surrounding the sport. Set within minimalist café environments and classic theatre auditoriums, the work prioritizes a candid, lived-in atmosphere. Photographer Rob Tennent leads the visual execution, capturing the collection’s apparel through soft, natural lighting that emphasizes textile details and clean silhouettes. The creative direction, helmed by Adam Thompson and Dan Ahwa, maintains a consistent, warm tone that ties together the sportswear staples—such as black polo shirts, track jackets, and cargo pants—with the iconic fern emblem. The resulting imagery offers an intimate look at the collection through a distinctly editorial lens.

Editorial, Vertical, Warm, Clean

Natural light

Sportswear

Lookbook