Monica May Gives a Complete Picture for adidas
Our bodies are tools. They help us accomplish our goals in this world, and like tools they can be honed and sharpened. Multinational sport and lifestyle brand adidas has made an incredible push in the last year by expanding their consumer base, but they’re stepping it up in a sector that may be a surprise to some people: yoga. This year they’ve teamed up with Wanderlust to help their customers recognize the benefits of yoga and meditation, activities that are wildly popular but normally separate from mass-market athletics. They asked Monica May to join them on a retreat and document what happened, in the most beautiful way possible. What we see here is a collection of that experience on Oahu.
As a brand, Wanderlust creates experiences for their customers to help them explore the softer side of athletics. They lead yoga classes, meditations, runs, and group classes that focus on a more mentally centric way of working out. Monica followed the group around for a week in Hawaii showing off what she found. For Monica and adidas it was less about conforming her work to a shot list and more about creating an identity and a feeling. In order to develop that sense of authenticity, nothing from this shoot is faked. They certainly worked to create the best environment possible to get the best photographs but if you see a model running, she’s really running. If she looks meditative in the image, that’s because she really was. This is how a photographer best communicates to the world: by telling the truth.
There are not a ton of female photographers who photograph sports. But Monica doesn’t let that define her. “I do so many other things,” she reminds us. And she does. In just this single shoot with adidas for Wanderlust it’s a complete blend of sport, lifestyle, and fashion. Each of those elements cascades over every photograph, creating an impossible balance that she strikes expertly.