How do you show sport without actually showing sport?

This year, it’s all about the Plus Ones, the ride or dies behind the athletes. We flipped the lens to spotlight the raw, real moments that push them further. Not the medals or the records, but a moment, a hug, or a song that says “You Got This.” Because even the greats and the baddest need someone to make them believe. 





adidas                                                                                      2025