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.
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.