Adidas x Gucci Spring 2023 Ad Campaign Review

Review of Adidas x Gucci Spring 2023 Ad Campaign by Director & Photographer Max Siedentopf with models Jie Zheng, Morgan Yates, Mumin Jangani, and Tali Bulycheva

Adidas and Gucci blend retro inspiration with contemporary energy in a colorful new campaign for the Spring 2023 drop of their collaborative collection. The campaign was directed and photographed by frequent Gucci collaborator Max Siedentopf.

Arriving just in time for spring, the collection’s sneakers update iconic Adidas styles with Gucci’s signature monogram or a playful pop of vibrant and pastel colors, while the read-to-wear pieces put an elevated and stylish spin on vintage sportswear classics.

Siedentopf’s portraits channel a bit of that minimal and fun 90s fashion editorial energy, capturing his models in bare studio spaces but managing to draw out a lot of energy thanks to shooting their playful and athletic poses from subtly off-kilter angles, and finishing the images off with art direction that features the two brands’ logos in different colors from the collection.

But it’s in the short videos that the campaign really shines. Perfectly geared for TikTok (but also rolled out on YouTube shorts, which has been making a big effort to be a viable competitor with TikTok), the nine-second clips make use of dynamic cinematography and tricky digital editing to create a mind-bending moving portrait of the collection and the spunky personalities who wear it.