ADIDAS MODULAR: SS25 & FW25

A modular, plug-and-play content bank captured by apricotberlin, showcasing the essence of adidas most iconic symbols through movement, energy, and authenticity.

Modular is more than a campaign; it’s a seasonal content system designed to provide adidas with a versatile visual language. At its core is the Power of Three—celebrating the Three Bars, the Trefoil, and the Three Stripes. The creative approach, brought to life through the lens of apricotberlin, prioritised authentic action, expressive movement, and individual styling to hero each product category in its real-world context. With subtle and dynamic storytelling, apricotberlin focused on capturing three essential moments: pre, mid, and post-action. This sequence not only enhanced narrative clarity but also reinforced adidas ownership of sport’s most recognisable codes.

EXECUTION – GREECE AND SPAIN

The full production was an ambitious feat – spanning 28 days across Greece and Spain, 19 concepts, 1200 images, and countless authentic moments. Apricotberlin were brought in for multiple shoot days at each location for their expert duo shooting style. Each shoot day was meticulously planned to accommodate diverse categories, from Basketball and Swimming to Running and Training. The Mediterranean landscapes provided an ideal backdrop in Greece, offering natural textures and light to enhance product visibility. Whilst in Madrid, bright colours and modern architecture mimicked the bold designs and powerful visual language. Through agile workflows and a highly collaborative environment, apricotberlin ensured that every frame felt spontaneous yet intentional, balancing structured product storytelling with organic human energy.