Houston-based creative Joshey D. Sowells, known as Joshey.s, moves fluidly between styling, casting, creative direction, and talent management. His work is less defined by a single discipline than by an ability to shape the visual language surrounding a project—from the people involved to the way the final image is presented.
For the adidas x Andu.C x The Better Generation “GrassRoots” Predator Sala collaboration, Joshey photographed the release through his own perspective before sending a selection of images our way.
Those photographs became the foundation for this ARCHVE editorial.
Rather than approaching the project as straightforward product imagery, we wanted to push the photographs into something more graphic, textural, and expressive—building an editorial world around the Predator Sala while retaining the energy of Joshey’s original images.
The resulting series sits somewhere between campaign imagery, street photography, and independent print design: a reinterpretation of a collaboration already rooted in community.
“GrassRoots”
Created by The Better Generation and Andu.C in collaboration with adidas, “GrassRoots” centers on the relationships and experiences formed around football.
The concept looks beyond the game itself, focusing instead on the environments people come from, the goals that keep them moving, and the friends and communities who become part of that journey.
Mud, movement, competition and memory become recurring ideas throughout the project—the grassroots moments that exist long before anyone reaches a larger stage.
The release was built around the adidas Predator Sala, accompanied by a wider collection of objects and printed material designed to extend the story beyond the shoe itself.
The Tier 2 package included the Predator Sala, a tote bag, presentation box, red and yellow card keychain, six randomly selected stories, and a World Newspaper.
Only 1,248 numbered pairs were produced, a figure referencing the number of players competing across the FIFA World Cup tournament.
For us, though, the strongest part of the project exists within the images themselves.
A collaboration interpreted by Joshey.s, then reconstructed once more through ARCHVE.
PHOTOGRAPHY Joshey.s
EDITORIAL DESIGN ARCHVE / Adrian Medina