Her game. Her shoe. Introducing AVACOURT – leaving the old standard behind with a breakthrough in women’s tennis. With AVACOURT, ADIDAS is bringing out a new tennis shoe model, which has been developed specifically for women. TIGHTROPE PRODUCTION presents the AVACOURT Spring/Summer 2022 campaign here on GoSee, which was produced in Palm Springs CA.
On set for the videos was DOP Monica May, and the photos were shot by Carlos Serrao (styling: Chanel Gibbons, hair & make-up: Marina Gravani, set design: Steven Valdez, co-production: Glam PR).
“The AVACOURT shoe emerges from a long-standing mold of how footwear has been designed in the past. We have spent several years researching the differences between men’s and women’s feet, analyzing foot scans, fittings and wear-out patterns, in order to design a comfortable, flexible shoe, just for women and the way they play. All of which culminates in the numerous design features that make AVACOURT a revolution in footwear, and women’s sport. Equipped with a lightweight Bounce Pro midsole for optimal cushioning, the shoe provides stability and cushioning in all the right places, engineered based on women’s preferences and the average female athlete size. The TPU Torsion System offers an optimal balance of stability and flexibility for women, while the soft collar material is designed to provide comfort in the area where women tend to experience more friction.”