• 2.1.16

    adidas Empowers Women with Carles Carabi

    As February dawns, we’re knee deep into 2016 and now is as good a time as any to check in with your New Year’s resolutions. Carles Carabi, the preeminent athletic lifestyle photographer, and new addition to B&A’s roster, has a new campaign out with adidas to inspire women to dig in deep and find the athletes inside themselves. “The main reason for the campaign was to make any woman in the world, on the planet, to feel able to do sports,” explains Carles. “They don’t need to be super fit or super stars. Adidas wanted to show strong women and they wanted to show powerful women.” It was all about empowering these ladies and creating imagery that was inspiring. There is a whole world of potential athletes, and anyone’s movement towards that kind of a lifestyle is a good one: physical health is something that must be taken seriously. So it’s not hesitancy that should get in the way of someone’s long term health. Adidas wanted to reach out and take reticence out of the equation. “It doesn’t matter how you look, you should do sports because it’s good, it’s going to make you feel better and make you feel stronger and it’s going to give you energy,” explains Carles. “The idea was to shoot normal girls but girls who have been training hard and have reached the level they want to reach.” These are women who understand the struggle of starting from scratch.

    For the campaign, they cast women who aren’t professional athletes; instead, they are women who started their physical training with the intention of reshaping their lives and have succeeded. They have worked and struggled for every inch of their achievement. Carles normally shoots professionals but even though these women have taken on their physical health on their own time, Carles used everything he’s learned working with world-class athletes. “I’m used to shooting with athletes, professional players, and they never have time,” Carles explains. “If you don’t get the shots in those opportunities you lose them. So I’m used to being fast and I try to keep the shooting really fast with a lot of rhythm. That’s the secret: to do it for real, really quick, and very active.”

    Carles is best known for shooting athletes and there’s a reason. Any photographer can choose their focus and what they work on, but Carles finds himself attracted to athletic photography because of the energy and the aesthetics. “Athletes look good, they have nice shapes and strong bodies, and they have a lot of control over their movement,” says Carles. “Athletes look very powerful when they’re in their environment doing their own thing. That’s what I like about them.” That control offers a collaborative energy where the photographer and the model can push boundaries of what’s possible and where they can go. Carles is always looking to extend his reach and find that when he works with athletes, they’re willing to go there right along with him.

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