Major Lazer, Anitta & Pabllo Vittar – Sua Cara
The best product placement starts long before the camera rolls. Years of building genuine relationships with Anitta and Pabllo Vittar meant that when Sua Cara became their biggest international pop moment, both wanted adidas to be part of it. The adidas look became one of the video’s defining images, recreated by fans through Carnaval costumes, illustrations, custom pieces and homemade memorabilia.
Batekoo
The relationship with BATEKOO was built around a shared belief in the power of community. Created in Salvador, the collective became one of Brazil’s most influential platforms for Black, peripheral and LGBTQIA+ culture, creating spaces where music, fashion, identity and representation could meet.
Over the years, that relationship grew across different adidas moments. For Superstar’s 50th anniversary, BATEKOO brought the idea of collective change to life through its own community and point of view. Later, when Beyoncé’s IVY PARK arrived in Brazil, the collective became the local partner for the launch, translating a global cultural moment through a distinctly Brazilian lens.
The partnership became a consistent way for adidas to connect with communities shaping culture from the ground up, built through long term presence, shared values and creative collaboration.
Gucci & Vogue, by Hick Duarte
adidas x Gucci brought two global icons together through a collection that mixed luxury, sportswear and the countercultural codes running through Alessandro Michele’s Gucci.
For Brazil, the opportunity was to push that tension even further.
Together with Vogue Brasil, we commissioned photographer Hick Duarte to reinterpret the collection through the country’s emerging creative scene. Twenty two young talents across fashion, skate, dance, art and street culture came together for an editorial built around individuality and the power of the collective.
The casting and visual language shifted the collaboration away from traditional luxury codes and into the hands of a generation shaping Brazilian culture on its own terms.
A global fashion moment became a platform for local creative talent, connecting one of the year’s biggest collaborations with the energy of what was coming next.