[CS005] STRENGTH: Retelling the narrative of attaining a stronger body.
CHALLENGE
Find a meaningful way to differentiate the new adidas Training range that still informs audiences of its unique product tech.
UNORTHODOX APPROACH
Nobody likes perpetuating unrealistic standards of perfection. So, we disregarded the stereotype that strength is measured only by muscle and retold it through a more holistic narrative.
"Strength is defined by ritualistic preparation, recovery, mental reflection and the physical training itself."
CRAFT AND COLLABORATION
In authentic gym spaces, a majoritively female crew captured the workouts of a team of athletes, documenting their full palette of emotions through an elevated editorial lens. Through this perspective we reimagined the visual language associated with strength.
RELEVANCY
As colleagues and friends who partake in team sports and individual training, we understand shifts in its perceptions and culture. Every execution engaged on an emotional level, understanding people's aspirations and their personal journey.
