Creative Direction for Adidas

Creative Direction for Adidas

This self-initiated campaign challenges the narrow and often predictable image of athleticism. It presents movement as something deeply personal, shaped by individuality rather than age, physical ability or conventional ideas of performance.

By bringing together unexpected casting, sportswear and high-fashion portraiture, the images place every subject at the centre of the adidas world with confidence and presence. Diversity is not treated as an exception or explained through inspirational narratives. It is shown naturally, as part of what movement looks like today.

The campaign celebrates the idea that strength can take many forms, style has no limits and every body has its own way of moving.

Concept and Creative Direction by Catherine Tachtali.

Independent speculative project created for portfolio purposes. Not commissioned by or affiliated with adidas.