# Cryptic Athletic Wear Campaigns The Adidas Y-3 SS 2012 Commercial is Eerie and Moody By Sophia Pelka | Published 2012-03-29 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/adidas-y-3-ss-2012 References: [juicy.mashkulture.net](http://juicy.mashkulture.net/english/2012/03/28/y-3-2012-spring-campaign/) & [adidas](http://www.adidas.com/us/content/Y3) The [Adidas](https://www.trendhunter.com/trends/zne-collection) Y-3 SS 2012 campaign video resonates a heavily darkened mood. The emotional weight of the film differentiates the collection from the rest of the [Adidas and Y-3 brand](https://www.trendhunter.com/trends/adidas-and-y3). The clothing boasts more intricate design and structuring, leaning towards sheers, piping and contemporary patterns. The line is entitled 'The Precipice,' channeling the determination and ambition needed to confront a challenge. While the clothing is more elegant, it is still functional and athletically based. Directed by Collier Schorr, the video is set in an [eerie and barren urbanscape](https://www.trendhunter.com/trends/scary-good). The narrative is somewhat reminiscent of a Sylvia Plath poem, seeming hopeless while maintaining a popular tone. Models Valerija Kelava and Harry Goodwins star as the tortured couple trapped inside this white-washed apartment. The The Adidas Y-3 SS 2012 film is an experimental and memorable vision for athletic wear. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 59% | Activity: 46% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Eerie Athletic Wear Campaigns:** Exploring dark and moody themes in athletic wear campaigns presents an opportunity for brands to create a unique and memorable brand identity - **Emotional Design in Athleisure:** Incorporating intricate design and structuring in athleisure collections can appeal to consumers looking for both style and functionality - **Narrative-driven Fashion Videos:** Creating fashion videos with compelling narratives allows brands to showcase their clothing in a visually engaging and storytelling manner ### Where This Applies - **Athletic Wear:** The athletic wear industry can explore innovative ways of incorporating dark and moody themes into their campaigns to stand out in the market - **Athleisure:** The athleisure industry can focus on designing athletically based clothing that is both elegant and functional, appealing to a wider range of consumers - **Fashion Film Production:** The fashion film production industry can capitalize on the demand for visually engaging and narrative-driven videos, providing creative services to fashion brands ## Related on Trend Hunter - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Organic Sleek Avant-Garde Sneakers](https://www.trendhunter.com/trends/contranatural.md) - [Muted Sportswear Collections](https://www.trendhunter.com/trends/song-for-the-mute-adidas.md) - [Collaborative Football Fashion Capsules](https://www.trendhunter.com/trends/y3-predator.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Collaborative Sports Club Fashion](https://www.trendhunter.com/trends/y3-and-real-madrid.md)