Savage X Fenty 'New Sport Category' 2022 Ad Campaign

Savage X Fenty Sport

Fall 2022 Ad Campaign

Review of Savage X Fenty Sport Fall 2022 Ad Campaign by Creative Director Rihanna and Design Director Adam Selman with models Precious Lee & Avani Gregg

Savage X Fenty is disrupting activewear with the launch of its latest product line, Sport, led by newly-appointed Executive Design Director Adam Selman. Designed to be the ultimate power move combining functionality and play, the new category features eye-catching, sexy pieces including low and medium-impact bras, high-waisted leggings, jumpsuits and a bodysuit – perfect for the gym, the grocery store and everywhere in between.

We wanted to push the boundaries with how we define sport and sportswear and there is no one I’d rather do that with than Adam. We think of sport as how you move through your life.  I want people to feel sexy, carefree and powerful when they put these pieces on and Adam is the perfect designer to carry out that vision.

– Rihanna

Known for his playful and provocative designs, Adam Selman has collaborated with Rihanna for many years creating iconic looks, including her 2014 CFDA Awards dress. In 2020, Savage X Fenty launched its first capsule collection with Adam which included a 19-piece assortment of sexy lingerie styles for Valentine’s Day. The brand recently tapped Adam for a new in-house role as Executive Design Director leading both Lounge and Sport categories.

Rihanna and I have a rich history of working together – when I learned about the opportunity at Savage X Fenty, I knew I wanted to play a role in the new activewear category. We have such synergy creating together. I have such respect for her vision and for what the entire Savage X Fenty team has built, and I am thrilled to be a part of the next chapter.

– Adam Selman

Paying homage to the brand’s core business, the Savage X Fenty Sport launch collection features lingerie-inspired detailing, subtle motifs and cheeky accents combined with breathable, premium materials that offer the perfect balance of power and playfulness. 

With nods to the duality of Savage X Fenty Sport, the highly-visual campaign features new brand ambassadors Precious Lee and Avani Gregg. Barrier-breaking supermodel, writer, actress and activist Precious is giving duality in a range of daring looks. She will also be featured in future brand campaigns across multiple product categories, including lingerie. Gen Z creator, entertainer and entrepreneur Avani is serving fierceness and fun in matching bra and leggings sets. Ballerina Elsa Stallings , martial artist Nelita Villezon , model Joanna Pauline , and roller skater Ayasha are also featured in the campaign.

“I’m so Xcited to be a part of this new extension of Rihanna’s world of Savage X Fenty. It’s about feeling liberated enough to fully embrace your authentic self – your highest self. It’s your playground, so live your fantasy.” – Precious Lee

“Savage X Fenty’s new Sport collection is a fun and fearless take on activewear, and I have had so much fun being a part of this campaign. Working with a brand that is so committed to individuality has inspired me to be the most powerful version of myself and I know this collection will have the same effect on others. As a collection rooted in functionality and style with pops of sexiness, it is truly a one-of-a-kind line.” – Avani Gregg

Savage X Fenty Creative Director | Rihanna
Executive Design Director | Adam Selman
Models | Precious Lee, Avani Gregg, Elsa Stallings, Nelita Villezon, Joanna Pauline, Ayasha