The sports market in China is incredibly competitive, with global brands investing heavily and local players offering great value and a sense of national pride. ADIDAS wanted to use its new brand platform to stand out, create conversation, and strengthen its sports leadership.

The brief was to create a simple but impactful campaign that captured the “You Got This” spirit for Chinese audiences.

Foregoing commercial photography, ADIDAS chose a documentary-style approach to showcase Yugouliang. We collaborated with a talented photographer who documented the village's sports journey across four years in over 100,000 photos. This has been her most extensive and immersive endeavor to date. She delved deep into the lives of the villagers, experiencing firsthand the profound influence of yoga on their community. Her passion for the community comes through in her work. ADIDAS shared this captivating collection of photos so that it can inspire Chinese audiences to practice sports with freedom and joy.