adidas SL 72

This summer, adidas is introducing the SL 72 as the new IT-shoe for fashion-forward women in 2024.

They were launching the shoe around the Olympic Games, a time when achievements are celebrated with flowers (and medals of course). We wanted to bring that same gesture, flowers for outstanding achievements, to the SL 72. Because winners in real life deserve flowers too.

The campaign celebrates strong women in all forms. Every woman is strong in her own way, and we want to empower them by putting them in the spotlight and celebrating their stories.

The concept: A bouquet of women: different, unique, yet stronger together. Just like flowers in a bouquet, diversity makes it more beautiful. Inspired by Miley Cyrus's Flowers, we lean into that strong, independent woman energy: we can buy ourselves flowers.

We shot an in-studio as a fashion shoot, styling different women in the new adidas looks with a bouquet of flowers in hand. But the real output wasn't the photos, it was the behind-the-scenes footage. Through a raw, BTS look-and-feel, we captured the moments in between: the styling, the candid laughs, the connection between the women on set, paired with messaging that ties it all back to female empowerment, interview style.

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