adidas

Adidas has long been at the forefront of redefining what it means to be an athlete and their partnership with Rugby 7’s powerhouse Maddi Levi was no exception. At just the start of her career, Maddi has already become one of the most dominant forces in the game, embodying the energy, grit, and unapologetic strength that today’s athletes stand for.

Our role was to translate that spirit into a campaign that went beyond product to tell Maddi’s story with the same intensity she brings to the field. From early creative treatments and storyboarding through to production and post, every step was about finding that balance between cinematic craft and raw authenticity.

In a sporting landscape where brand stories often blur into sameness, the Adidas x Maddi Levi campaign was designed to cut through to show an athlete not just as a competitor, but as a cultural force. The result was a suite of visuals that carried weight across digital, social, and brand channels, cementing Adidas’ commitment to the next generation of athletes and to the stories that move sport forward.