The women who take on the world

Set amidst the breathtaking landscape of the Himalayas, Adidas’ latest campaign follows group of female climbers as they navigate Mount Everest. 

Summit of New Everests, directed by Neviene Ragab through LaCosa, features a dynamic montage of visually striking scenic footage and scrapbook style collages, creatively paired with playful transitions and illustrations that showcase adidas' Terrex gear. 

The campaign paints a portrait of Raha Moharrak, the youngest Arab and first Saudi woman to climb Mount Everest. Moharrak's message empowers women to climb their own ‘Everests’, whether that be a work, personal, or sporting achievement, and talks about how she dreams of creating a world where female achievements are no longer ‘firsts’.