Adolfo Dominguez's Waterproof campaign, created by CHINA part of LLYC, deploys UFC champion Ilia Topuria across Brazil, Mexico, and Spain to champion durable,
ARCHIVEAdolfo Dominguez Waterproof Champions Timeless Fashion Over Fast Trends
Adolfo Dominguez's "Waterproof" campaign is a 2025 fashion film and integrated campaign created by CHINA, part of LLYC, deploying UFC world champion Ilia Topuria as a symbol of durability to argue that well-made clothing outlasts trends, seasons, and the constant pressure to buy new — launched simultaneously across Brazil, Mexico, and Spain in October 2025.
The campaign launched on 28 October 2025, according to Llyc Global, extending the brand's long-running "Sé más viejo" (Be Older) platform first established in 2018, as documented by adolfodominguez.com. That platform has consistently positioned Adolfo Dominguez against the logic of fast fashion, and "Waterproof" sharpens that argument through a concrete physical metaphor: garments tested against rain, water jets, and car-wash tunnels, emerging unchanged. The campaign's Spanish title, "Impermeable," carries both its literal and rhetorical meaning — resistant not only to water but to the ephemeral forces of trend cycles.
Ilia Topuria, the undefeated UFC world champion, wears pieces drawn from multiple Adolfo Dominguez collections, including garments from the brand's founding 1976 line, as reported by Anuncios on 29 October 2025. That pairing of an undefeated athlete with a brand marking over fifty years of consistent style is deliberate: both subject and clothing are framed as things that do not yield. A reinterpreted version of the Spanish song "Resistiré" runs beneath the imagery, reinforcing the campaign's theme of endurance. Vibrant colours and textures signal that longevity need not mean conservatism. The campaign runs across digital media — both organic and paid — outdoor advertising, and in-store retail placements at 368 points of sale across 50 countries, per llyc.global, with Brazil, Mexico, and Spain serving as the primary creative markets for launch.
ARCHIVEAdolfo Dominguez positions itself in the accessible-premium segment of the apparel market, occupying territory above fast-fashion operators and below the major luxury houses. That positioning makes "Waterproof" both a brand belief statement and a competitive argument. Fast-fashion competitors, including Zara parent Inditex and H&M, have built global scale on high-frequency purchasing cycles — the very behaviour that "Sé más viejo" and "Waterproof" explicitly contest. By asking consumers in Brazil, Mexico, and Spain to value durability over novelty, Adolfo Dominguez is not simply differentiating on product; it is proposing a different relationship between consumer and wardrobe.
The strategic foundation of this campaign connects to a broader cultural moment in fashion. The global apparel market is estimated to be growing at three to five percent annually, according to Grand View Research, with sustainability increasingly influencing purchasing decisions in the brand's core markets of Spain, Mexico, and Brazil. Adolfo Dominguez has been building its anti-disposability argument since 2018, when the "Sé más viejo" platform launched, per adolfodominguez.com. The 2022 iteration, "Piensa menos" (Think Less), encouraged consumers to repeat their favourite outfits rather than shop continuously, as documented by ipmark.com. "Waterproof" deepens that lineage by dramatising it physically rather than simply stating it rhetorically.
Choosing Ilia Topuria as protagonist is itself a strategic signal. As reported by Control Publicidad on 28 October 2025, Topuria's undefeated record in combat sports maps directly onto the campaign's central idea — an individual and a garment that have not been beaten by time or pressure. The selection speaks to an audience beyond Adolfo Dominguez's traditional Spanish-speaking consumer base, extending the brand's reach into a younger, sports-aware demographic across Brazil, Mexico, and Spain simultaneously.
Production credits for "Waterproof" are fully documented. The campaign was produced by Lee Films, directed by AMO, with director of photography Lluís Martí behind the camera, per llyc.global. The creative team at CHINA, part of LLYC, comprised Rafa Antón, Rafa Gil Fuentes, and Darío Busto, as documented by elpublicista.es. Agency producer María Cancelo Anuncibay oversaw production, with managing director and executive producer Ibán Fernández leading the agency side, alongside executive producers Irene Nuñez and Alfonso Cuadra, per llyc.global.
The visual grammar of the film is direct rather than metaphorical: Ilia Topuria wears Adolfo Dominguez garments while subjected to sustained water exposure — rain, jets, and the mechanical spray of a car-wash tunnel — and neither the clothing nor the man shows any sign of yielding. As reported by Anuncios, the decision to include pieces from Adolfo Dominguez's original 1976 collection alongside current-season garments makes the campaign's argument visible rather than stated. The clothes do not need a claim attached; they simply remain intact.
The soundtrack choice reinforces the visual argument with cultural resonance specific to the Spanish-speaking markets of Brazil, Mexico, and Spain. A reimagined version of "Resistiré," the Spanish ballad associated with endurance and resistance, plays beneath the imagery, giving the film an emotional register that operates independently of the fashion category. Vibrant colour and texture choices prevent the durability argument from reading as austerity — the campaign communicates that lasting fashion is also desirable fashion. The creative approach, developed by CHINA as part of LLYC, extends the "Sé más viejo" platform in a direction that is more visceral and sport-inflected than previous executions, reflecting the influence of Topuria's own public image on the campaign's overall tone.
No independently verified performance data for the "Waterproof" campaign beyond reach metrics is publicly available at this stage. The campaign launched on 28 October 2025, per llyc.global, and its recency means that third-party effectiveness studies or audited results have not yet entered the public record. No awards entries for "Waterproof" have been recorded across Cannes Lions, the Effies, The One Show, D&AD, the Clio Awards, the Webby Awards, or WARC, per available records as of the time of writing.
The campaign carries a Clapboard Score of 61 out of 100, reflecting a competent and strategically coherent execution that is held back by limited evidence of audience engagement in its early distribution window. The primary asset on Clapboard recorded 539 views and one like at time of submission, which suggests the campaign's measurable digital footprint had not yet scaled to match its 50-country distribution ambition.
Structurally, "Waterproof" is built for longevity rather than spike performance. Its distribution across 368 points of sale and paid and organic digital channels in Brazil, Mexico, and Spain creates a sustained presence that aligns with its own stated argument about durability. The integration of a globally recognised sports personality in Ilia Topuria provides a mechanism for the campaign to travel beyond Adolfo Dominguez's existing audience. The decision to anchor the campaign within a platform — "Sé más viejo" — that has accumulated meaning since 2018, as documented by adolfodominguez.com, gives "Waterproof" a brand-building depth that individual tactical campaigns rarely achieve. Whether that depth translates into measurable commercial return remains to be established by verified data.
The Adolfo Dominguez Waterproof campaign is a 2025 integrated fashion campaign created by CHINA, part of LLYC. It extends the brand's "Sé más viejo" platform, using UFC champion Ilia Topuria to argue that well-made garments resist water, time, and disposable fashion trends. It launched on 28 October 2025 across Brazil, Mexico, and Spain.
CHINA, part of LLYC, created the Waterproof campaign for Adolfo Dominguez. The creative team included Rafa Antón, Rafa Gil Fuentes, and Darío Busto, per elpublicista.es. Lee Films produced the film, directed by AMO, with director of photography Lluís Martí. The campaign launched simultaneously in Brazil, Mexico, and Spain in October 2025.
Adolfo Dominguez chose Ilia Topuria because his undefeated UFC record mirrors the campaign's core argument about resilience and durability. As reported by Control Publicidad, Topuria's image as an unconquered competitor aligns with the brand's "Sé más viejo" platform, reinforcing the idea that quality clothing — like a champion — does not yield to pressure or time.
The Waterproof campaign launched in Brazil, Mexico, and Spain as its primary markets in October 2025. It extended to 368 points of sale across 50 countries through digital, outdoor, and in-store channels, per llyc.global. Brazil, Mexico, and Spain served as the creative and media anchor markets for the full international rollout.
"Sé más viejo" translates as "Be Older" and is the platform Adolfo Dominguez has used since 2018, per adolfodominguez.com. It reframes ageing and repetition as virtues against fast fashion's demand for constant newness. In the Waterproof campaign, it becomes a call to invest in timeless, durable garments rather than follow disposable trends across Brazil, Mexico, and Spain.
Waterproof continues a campaign lineage stretching back to 2018, documented by adolfodominguez.com and ipmark.com. Previous iterations include 2022's "Piensa menos" and the 2020 "Ropa Vieja" project. Each campaign extends the "Sé más viejo" argument. Waterproof adds physical dramatisation through water-resistance imagery and Ilia Topuria, sharpening the durability message for audiences in Brazil, Mexico, and Spain.
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