In China, the purest embodiment of this is the story of Yugouliang, an impoverished village where over 80% of residents are over 65, and have joyfully transformed their lives through yoga. We show their story through powerful visual storytelling.

To maintain authenticity and maximize impact, we collaborated with the original photographer who documented their stories and transformed the visuals into postcards.

These postcards are included as giveaways with every e-commerce package. As a result, whenever people purchase adidas products, they are reminded of the true essence of sports.

To strengthen its sports leadership, ADIDAS released a new brand platform “You Got This”. This platform aims to disarm the pressure in sports – whether it be from coaches or social media.

In China, sports participation is growing rapidly. But as a competitive society that cares a lot about appearance and winning, the pressure we put on ourselves can be a barrier to truly enjoying sports.

The sports market in China is incredibly competitive, with global brands investing heavily and local players offering great value and a sense of national pride. ADIDAS wanted to use its new brand platform to stand out, create conversation, and strengthen its sports leadership. The brief was to create a simple but impactful campaign that captured the “You Got This” spirit for Chinese audiences.

Foregoing commercial photography, ADIDAS chose a documentary-style approach to showcase Yugouliang. We collaborated with a talented photographer who documented the village's sports journey across four years in over 100,000 photos.

This has been her most extensive and immersive endeavor to date. She delved deep into the lives of the villagers, experiencing firsthand the profound influence of yoga on their community. Her passion for the community comes through in her work.

ADIDAS shared this captivating collection of photos so that it can inspire Chinese audiences to practice sports with freedom and joy.