Adolfo Domínguez has launched a new advertising campaign that reaffirms his philosophy of resistance to fads, this time with the undefeated UFC fighter, Ilia Topuria, as the protagonist and ambassador of the brand’s message.

Under the title “Waterproof”, the new chapter of the creative platform ‘Be Older’ stages a forceful visual metaphor: the fight against water represents the ability of garments to remain firm in the face of market volatility, the transience of trends or the pressure to change unnecessarily.

In the spot, Topuria appears facing curtains of water, hoses or car wash tunnels while wearing emblematic pieces from the brand’s beginnings combined with proposals from the current collection. The scene is reinforced with a musical reinterpretation of the classic “I will resist”, with the voice of Paula Espinosa.

The choice of the Hispanic-Georgian fighter represents, with his physical presence, determination and spirit of resistance, the founding values ​​of the brand. The campaign has been developed by the Chinese agency, part of LLYC, which once again signs the creative for the Galician house.

The central message insists on a constant idea of ​​the brand: in an environment marked by impulsive consumption and planned obsolescence, Adolfo Domínguez continues to appeal to its own style and durability. “Since 1976 all our clothing is impervious to fashion and change for the sake of change”proclaims the campaign. A line that, as the firm recalls, has contributed to rejuvenating the profile of its buyer without giving up its identity as an author brand.

The advertisement can be seen in digital media starting October 28 and will be complemented by an outdoor presence and actions in the 368 physical points of sale that the brand has in 50 countries. Media planning is carried out by the LLYC agency.