Gus Powell weaves some 1970s golden magic over these shots taken of Tyson Gay, Allyson Felix, Veronica Campbell-Brown, Haile Gebrselassie, Jeremy Wariner and Yelena Isinbayeva as they prepare in Beijing.

It is not just me who's getting flashbacks to the seventies and those photographs printed on that oddly tactile photo-paper, tiny shorts and hot vinyl car seats, band-aids, kool-aid and sun all over - is it? It's a magical look he's created with these shoots, I really dig it.

To celebrate the start of the 2008 Olympic Games adidas presents a global print campaign called ‘Gold is not a Given’ featuring Olympic favorites Tyson Gay, Allyson Felix, Veronica Campbell-Brown, Jeremy Wariner, Yelena Isinbayeva and Haile Gebrselassie.
In February 2008, these six adidas athletes flew to Beijing – six months before the Olympic Games began.
Why?
Because as gold medal favorites they knew winning is never guaranteed. That’s why they were there in sub zero temperatures training and familiarizing themselves with the host city.
adidas and 180 Amsterdam went there to capture it.

08/07/08 – Print, Online Client : adidas International Kieran Riley: Global Brand Communications Director Karen Zuccala : Global Brand Communications Manager Claudia Ummenhofer : Global Brand Communications Agency : 180 Amsterdam (180\TBWA) Dean Maryon:Creative Director Paulo Martins: Creative Director Carlos Furnari:Creative Director Geoff Coyle : Business Director Caroline Britt: Account Manager Andy Edwards : Planning Director Kindra Schoemaker : Business Affairs PRINT Marlon Lee : Senior Print Producer David Corfield : Executive Print Producer Gus Powell : Photographer Kristina Florén : Art Buyer Paulo Martins: Photographer for Yelena Isinbayeva Maria Perez : Art Buyer for Yelena Isinbayeva Emile Wilmar : Graphic Designer and Studio Artist Piers Bebbington : Project Manager 2D PRODUCTIONS : Production Company Athletes Tyson Gay Allyson Felix Veronica Campbell-Brown Haile Gebrselassie Jeremy Wariner Yelena Isinbayeva Shoot Location: BEIJING Date: 4-5 Feb 2008 (plus extra shots in Valencia)
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Comments (6)

  • kamari's picture
    kamari

    The photography is great but that slanted copy treatment is really irritating me.

    Aug 08, 2008
  • purplesimon's picture
    purplesimon

    Beautiful art direction, not so hot typography.

    Which is a shame, as the copy is good, punchy and a perfect accompaniment to the images. 4/5.

    Aug 08, 2008
  • Dabitch's picture
    Dabitch

    methree on hating that typography. Trying too damn hard.

    Aug 08, 2008
  • kurtberengeiger's picture
    kurtberengeiger

    "Gold is never a given" is a very cool line. Much better than "Gold is not a given". ;)

    Aug 08, 2008
  • Dabitch's picture
    Dabitch

    I agree. The email said "Gold is not a given" (in all CAPS!) - so I gathered that was the campaign name. (Careful how you submit stuff folks ;))

    Aug 08, 2008

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.