BEHIND THE STITCH: ALANI
June 21, 2024
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Adidas is pushing visual storytelling into orbit — and this time, it feels otherworldly.
The brand’s latest campaign with Pharrell Williams for the Humanrace line trades conventional backdrops for something far more surreal. Shot at the striking Painted Hills in Oregon, the rollout transforms the natural landscape into a Mars-like terrain, blurring the line between Earth and imagination.
At the center is the Adizero EVO SL “Mars” — a performance silhouette wrapped in warm, red-toned hues that mirror the environment it’s placed in. The visuals lean heavily into the idea of “purposeful movement,” a recurring theme in the Humanrace x Adidas partnership, but this time with a cinematic, almost sci-fi edge.
There’s a clear intention here: elevate running culture into something more exploratory, more expressive — less about routine, more about journey.
The campaign doesn’t just sell a shoe; it builds a world around it.
The Humanrace x Adidas Adizero EVO SL “Mars” drops March 21 via CONFIRMED, adidas stores, and select retailers.
From Earth to Mars, Adidas and Pharrell aren’t just moving — they’re redefining the terrain.
