VICTORY IS NOT GIVEN, IT’S WORN.

Adidas — Concept Visual Campaign

This campaign is built on a single, provocative insight: the iconic Winged Victory of Samothrace—housed in the Louvre and known as Nike—is the mythical origin of Adidas’ biggest competitor. That irony sparked the creative foundation of this project.

Project Overview

“What if Victory wore Adidas?”

This project began with a provocative question. Samothrace’s Winged Victory, one of history’s most powerful symbols of triumph, has always been known as Nike by name, but that paradox became the creative spark for this concept campaign.

Rather than portraying her as a distant classical figure, I reimagined the statue as a modern icon dressed in Adidas Originals. By placing contemporary sportswear on an ancient symbol of triumph, the campaign draws a bold contrast between heritage and youth culture, challenging the traditional boundaries of brand ownership and visual identity.

Visually, the direction embraces a minimal, fashion-editorial tone inspired by Adidas Originals’ clean art direction. The statue stands as a striking centerpiece—monumental, sculptural, and immediately recognizable—yet transformed into a rebellious cultural statement. Cool tonal palettes, sharp lighting, and a museum-like atmosphere elevate the imagery into something both timeless and unexpectedly modern.

The result is a conceptual advertisement that feels bold, iconic, and culturally subversive, a visual statement about reinterpreting legacy, reclaiming victory, and reframing a historic symbol through the lens of contemporary sport and style.

Inspiration

Inspired by the timeless majesty of the Nike (Νίκη) statue, I imagined what Victory would look like if she existed today—not as a distant marble relic, but as a living symbol of power, identity, and movement. In this narrative, anyone who wears Adidas becomes a modern embodiment of Victory itself.

I began by asking myself a simple but powerful question:
If the Winged Victory of Samothrace—Nike—were alive today, how would she look, and how would she speak to us?
And if she were the face of Adidas, how would her presence reshape our understanding of modern triumph?

Many people don’t know that our competitor’s name, “Nike,” originates from the Greek goddess of victory. That became an opportunity rather than an obstacle. The goal was to express Adidas’ own vision of victory—one driven by determination, challenge, and human spirit—through a contemporary reinterpretation of Nike herself.

This project was an extended exercise in thoughtful reinterpretation: transforming an ancient symbol into a modern protagonist who could communicate Adidas’ message instantly, even to those unfamiliar with the mythology behind the name.

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When History Wears the Future

From a young age, I’ve been deeply fascinated by classical art and archaeology. That background became both the inspiration and the challenge for this project:

How could I communicate the campaign's message in a way that feels immediate, clear, and emotionally resonant?

Rather than relying on the conventional approach of featuring star athletes, I wanted to create a visual narrative that cuts across past, present, and future, and redefines what “victory” can look like.