Adidas Brazil x JUS10H:
A World Cup Moment in NY/NJ
On July 1, 2026, the United States defeated Bosnia and Herzegovnia. Four days later, Brazil meets Norway at MetLife Stadium in New Jersey. JUS10H by Justin Haynes wanted one image, turned around quickly, that placed the Adidas Brazil collection inside that week’s World Cup energy across New York and New Jersey, before the full collection campain launced.
The background is “Lady Liberty Green,” the official color assigned to New York / New Jersey matches. Brazil’s own colors include green, blue, and yellow. The full Adidas Brazil x JUS10H Summer Collection will be shown against blue and green backgrounds when it launches later this week.
On Set in Manhattan
Some viewers initially questioned whether the image was generated by AI. It was not.
Five models worked with Scott Parker Photo on set. This image features two of them: Angela and Martavious. The other three appear in the full collection.
The image was built through a type of collaboration that does not occur when someone is sitting in a dark room writing prompts. Angela, a dancer by training, an athlete, proposed the leap. She used a dancer’s sense of shape to give her body a form that read as athletic, referencing the sport, while keeping the line and silhouette a fashion image requires. Martavious took a strong pose that acted both as foundation for Angela and a casual shape that is familiar to fashion audiences. Scott framed the composition with camera angle and timed the shot with a single strobe. The jump, the timing, the pose repeated until the right shot was captured.
No AI tool generated any part of the image. No compositing joined two separate photographs into one. Two people moved in a room, a camera recorded it, one frame was selected, Photoshop fine-tuned the background color and added the logos.
The result treats athletic movement and fashion styling as one discipline rather than two forced together for a marketing moment.
On July 5, Brazil played Norway at MetLife Stadium in New Jersey. The background here is Brazil’s own green. The Adidas logo is Brazil’s yellow. One of the models on set during this shoot, Caleb, had already finished his own looks and was waiting on group shots with two other models. He asked for an apple box and if he could try a pose. I handed him the box. He set it up and balanced on it. He kept leaning back, further, further, and further, until we got this shot.
Models Adding Creative Ideas To The Project
A couple of things made this shot different than the one above. Instead of a jump, it was a slow, gradual fall to the ground. Caleb was supported by the apple box under his hips. Because the apple box was in the shot, it had to be removed with Photoshop. That’s very straight forward. Photographers have been doing this (with Photoshop) for a few decades (and in the darkroom for more than a century).
This is a fun picture. And, I want to emphasize that it grew out of a good environment on set. The brief for the day was clear. Because we scheduled a bit of extra time, it left room for some creativity. Everyone was professional. They surely could have got the job done on a tighter schedule. That little bit of extra time allowed for a more congenial work space that could create photos like this one, and the one before it.
