The best brand stories don't sell you community. They make you part of one.

Brand: Adidas + Intrsxtn Surf
Outlet: EBONY

When Adidas Community Labs and Intrsxtn Surf called to inquire about a profile on its founder, Jessa Williams, I agreed on one condition — that they let me paddle out with her. An ambitious request from a man who had never surfed to join a women-only surf club for a day. But I knew I couldn't write what Jessa was building from the safety of the beach.

So, I got in the water, was humbled not only by falling off the board more than I'd like to admit, but by the community of Black women who allowed me to share their space for a day.

Knowing that stock photography wouldn’t capture the essence of this story, We contacted Bexx Francois, a Los Angeles-based photographer who’s captured the likes of Kamala Harris, shot campaigns for Adidas and “The Envelope” cover. The trick for this shoot was never finding a good photographer, but the right one: someone who could take cover-level photos in moving water and shifting light while directing a dozen people who really just want to surf.

I came for a story and left having been let into something, which is usually the part of any story worth sharing.

To read the full piece visit EBONY.com. Photo Gallery below.

For more information contact: jgiles@nicetomeetyouproductions.com