Two women sharing a friendly conversation indoors, one smiling and the other with her head turned towards the first, both wearing athletic jackets with a black and white pattern. 
Part of the adidas Modular Toolkit • SS24 / FW24 / SS25

adidas commercial moments toolkit SS25 

adidas Global • TBWA\X • 2025 • Lead Designer • Creative Directors: Theo von Aspern, Darren Cronj • Art Direction: Tuomas Karvonen

Brief: build a modular content system deployable across the US and EU markets without losing visual coherence at the local level.

On the campaign as Lead Designer, owning image selection and post-production feedback.

Translated the adidas Brand Expression strategy document into a project-specific modular framework and localisation guidelines.

The system let local markets apply the campaign independently across digital, social, and OOH formats without losing brand consistency.

A digital graphic with the message 'You Got This' in white text on a black background, featuring a stylized white Adidas logo in the lower right corner.
Close-up of a black athletic shoe with reflective laces, on a textured brown surface, featuring GORE-TEX branding.
A young woman with braided hairstyle wearing a black and white athletic jacket with an Adidas logo, lying back with her hands behind her head, in a dimly lit setting with motion blur effects.
Close-up of people wearing black athletic leggings with reflective stripes and running shoes, performing a workout or dance move indoors.
Two women running indoors in black athletic clothes with reflective detailing, on a dark background with a yellow light streak.
Two women running at night on a city street, illuminated by city lights and wearing reflective clothing.
Digital image with the phrase 'YOU GOT THIS' and a white Adidas logo on a black background with a grid overlay.
A woman running in a parking garage wearing a black reflective athletic outfit with reflective details that enhance visibility, in an advertisement for reflective running gear.
Three smartphones showing an athletic apparel advertisement featuring a woman in black running gear, with text stating "Ultimate Reflective" and "Shop Now." The background is black.
A large outdoor advertisement featuring two women running in a futuristic tunnel, wearing athletic clothing with bright lines and the phrase "YOU GOT THIS" displayed across the top. The building has a brick facade and a small window on the right, with a grocery store sign on the lower right corner.
Advertisement billboard at night featuring a young woman with braided hair, a runner in motion in an urban setting, and a close-up of hands wearing dark gloves holding an Adidas logo, with text saying "YOU GOT THIS".
Nighttime billboard advertisement featuring a woman in athletic gear, smiling, with images of a sneaker and a woman running.
A person wearing athletic clothing sitting on a blue surface.
A woman with blond hair in a ponytail is exercising with a medicine ball in a gym, against a reddish wall.
A person with long hair in a black sports bra and shorts sitting on a gym bench, lifting a barbell, with other people blurred in the background.
A woman in workout attire checking her phone in a gym setting with gym equipment in the background.
A young man in a gym holding a dumbbell, wearing a green athletic shirt and yellow shorts, with a focused expression.
A woman in athletic clothes lifting a kettlebell in a gym.
Athletic woman lying on the floor in workout attire, looking to the side against a dark background.
A woman in athletic workout clothes running in a gym with large windows, gym equipment, and a digital clock on the wall.
A young woman in an orange sports bra lying on a gym mat during workout, with a focused expression, resting on a workout bench.
A woman in a sports bra and shorts boxing or training in a gym, with a digital clock in the background.
Woman doing a Pilates exercise on a yellow mat with a white exercise ball on her side, in a brightly lit room.
A woman in a white athletic outfit doing yoga on a mat indoors.
A woman lying on a yoga mat performing an abdominal stretch with arms extended overhead in a workout space.
A woman in white workout clothes lying on her back on a yoga mat in a room with large windows and natural light.
A young man stands against a yellow wall with glass blocks, while two blurred individuals walk past him in the foreground.
A man in cycling gear, including a polka-dotted helmet and jersey, sitting on a bicycle with a scenic background of trees and hills during sunset or sunrise.
A man wearing a blue polka dot cycling jersey, black shorts, white socks, and a white helmet riding a road bike on a curved road surrounded by trees.
Close-up of a cyclist's legs and bike, showing black and white cycling shoes, white socks with black stripes, and a black road bike with a water bottle.
Two cyclists wearing helmets riding on a road surrounded by greenery and trees.
A person riding a black road bike on a winding paved road with a safety helmet, wearing a white and red cycling jersey, black shorts, and dark shoes, with blurred trees and landscape in the background.
Person riding a black road bike on a winding mountain road, wearing a helmet, white cycling jersey with red accents, and black shorts, with greenery and trees in the background.
A person riding a bicycle on a curved forest road, wearing a helmet and athletic clothing.
Close-up of a young male cyclist wearing a white and red cycling jersey and a matching red and white helmet, with a clear blue sky in the background.
Person wearing a black and white athletic jacket with Adidas logo, holding hand above face against a blue sky.
Three young people in athletic clothing stretching outdoors on a sunny day.
Two female athletes in athletic gear performing sprint drills on a grass field marked with small yellow cones under a clear blue sky.
Two young men engaged in a soccer match, one in a red uniform and the other in black, outdoors against a clear blue sky.
A young woman with braided hair in a sports jersey on a sports field with stadium seating and trees in the background.
Blurry action shot of a soccer game with players running on a green field.
Three young soccer players in black and red uniforms chasing a soccer ball on a grass field during a game.
Three female soccer players in blue uniforms on the field, one holding a soccer ball, smiling and talking.
Blurred action shot of children playing soccer on a grassy field, with three kids in focus.
Young boy in black Adidas tracksuit squatting on sidewalk, smiling, with two other people in athletic attire nearby outside a building.
Close-up of a woman with curly hair wearing a black Adidas sports shirt, with a hand on her chest and a ring on her finger.
Young girl with curly hair wearing a blue and red Adidas tracksuit, squatting on the sidewalk with a serious expression, next to a green bike rack in front of a wall with glass blocks.
Three people in matching Adidas sportswear, two in blue and red track suits, with one sitting on a green bike rack and the other standing on a sidewalk, and the third seated on a window ledge on top of a yellow wall.
A young woman with short curly hair wearing a navy blue zip-up jacket with red and white stripes, standing against a yellowish wall.
A young man with dreadlocks sitting on a sidewalk next to a beige building, wearing a navy blue athletic tracksuit with red and white accents and black and white sneakers.
Three teenagers in sporty outfits with Adidas stripes, standing and leaning against a black railing outside a building with a yellow wall and white windows.
Young man in athletic wear standing on a railing in front of a tall building.