Elderly Chinese villagers' daily yoga became adidas's brand campaign

adidas's 2024 platform 'You Got This' argued that sport should be free of pressure from coaches and social media. In China's hyper-competitive sports market the claim needed proof, not slogans.

TBWA China found it in Yugouliang, an impoverished Hebei village where over 80% of residents are older than 65 and have practiced yoga daily since 2016, using mats made from kang bedding and bright local headscarves. Instead of commercial photography, adidas worked with the photographer who had documented the village for four years.

The documentary images became the campaign—print, outdoor and postcards included with every e-commerce package, so every online order carried the brand's meaning. The work was shortlisted in Print & Publishing at Cannes 2024 and later swept jury awards across Asia.

Prove 'sport for joy' with real people, not models

The villagers embodied the platform better than models could

Four years of existing photographs meant zero staging

Postcards in every parcel extended the idea to millions

Age made the 'anyone can play' message undeniable

A brand claim becomes believable when the proof is a real community's unscripted practice—especially when the 'model' is the least ad-like person you can find.

Yoga Village won the Industry Craft Grand Prix at Spikes Asia 2025, the Grande Lotus for Print & Outdoor Craft at ADFEST 2025, and Graphite and Wood Pencils at D&AD 2025, plus a One Show 2025 photography award—making a no-budget documentary the brand's most decorated work of the year.