This is how Codea Studio elevated padel to fashion editorial status

When Fernando Belasteguín, widely considered the greatest padel player of all time, retired from professional competition, Wilson Padel faced a unique creative challenge. The brief carried significant emotional weight – capturing the moment when the sport’s most decorated athlete transitions from competitor to legend, whilst simultaneously launching the Bela V3 racket that bears his name. Barcelona-based Codea Studio approached the campaign with a clear artistic vision: to position Belasteguín in the same iconic realm as Eric Cantona for Nike or Zinedine Zidane for Adidas. “An iconic and elegant figure,” explains Jose Rosales, Co-Founder of Codea Studio and Creative Director for the campaign. “Someone who transcends the sport and steps into a more intellectual and timeless role.” The campaign deliberately avoids nostalgia, instead focusing on the transition from past to future. Working with Wilson’s Chicago-based creative team, Codea Studio developed a visual language that balances timeless elegance with contemporary storytelling. Central to the campaign’s success was the decision to construct a minimal studio padel court rather than shoot on location. The custom-built set featured the sport’s most distinctive element – the glass wall – constructed in an H-shape to allow play on both sides. “Constructing the glass allowed us to experiment with shots that would be impossible on a traditional court,” Rosales notes. “It gave us the chance to play with transparency and reflections, adding depth and visual interest.” The team chose a red carpet over the traditional blue found in professional courts, a deliberate artistic choice designed to iconise and elevate the campaign.