Adidas Running × Hermanos Koumori Launch Flow State

Feb. 03, 2026

The latest collaboration between adidas Running and Hermanos Koumori arrives with Flow State, a newly released campaign film where performance becomes transcendence. Directed by the talented Hugo Campan, represented by Chapters in Paris and shaped through the transformative edit by Adam Muscat of Studio Private, the film reflects a growing convergence between fashion and technology, whereby meaning is constructed as much in the edit as on set.

Rather than documenting running as performance, Flow State is built as an internal experience. The film explores the moment runners describe as “flow”: when physical exertion tips into perception, rhythm overtakes effort, and the body continues almost automatically. For Muscat and Studio Private, this state became the film’s guiding principle, something to be constructed through pacing, distortion, sound, and image.

Shot in Athens, Flow State builds toward what it frames as Nirvana, a moment of freedom and transformation earned through repetition and endurance. From the outset, movement drives the film. As the edit accelerates, breath and impact sharpen, the city fractures, and the visual field destabilises. Light bends, time loosens, and the image slips into abstraction, layered with mixed-media elements;  cells, microorganisms, organic texture, that externalise altered perception. Distortion is used conceptually, as the body keeps moving, the senses no longer behave normally.

Working closely with Campan under a tight production schedule, Muscat approached the film’s edit as a physiological arc: pressure accumulating through repetition and cadence, before rupturing and reforming into a calmer, suspended state. Sound design plays an equally structural role. Developed in close dialogue with the edit, audio follows breath, fatigue, and cadence, amplifying intensity before collapsing into a quieter, almost euphoric calm. Image and sound function together as a system, shaping the viewer’s physical response to the film. 

Adam Muscat, Editor, Studio Private stated:

"There was no story to follow in a traditional sense; the brief was about reaching a condition, building tension, then releasing it. The edit had to feel like acceleration, and then a drop. Rhythm and perception were doing the work here, not plot."

 

Produced with Studio Private, Flow State is the result of a deeply collaborative, craft-led process between director Hugo Campan, his Paris-based production company Chapters, and Studio.

Private’s post team. Built through close creative dialogue, the film reflects a contemporary model where post-production and human-led technology work side by side and evolve together. 

As brands like adidas increasingly move beyond traditional advertising structures, this collaborative project highlights how editing and digital processes are shaping the visual language of fashion today.