Sally Spectra and Adam Newman originally started dating after both were warned about getting involved with the other. They showed up to the Newman Media launch party together, prepared to spark rumors. Upset that Sally was still in Genoa City after trying to run Summer Newman (Hunter King) out of town, Phyllis Summers (Michelle Stafford) confronted Sally, and a fight ensued. Afterward, Sally and Adam shared their first kiss. After that, the two decided to keep their relationship professional, but their feelings persisted until Adam invited Sally on a trip to Italy. In a move to further her fashion career, Sally switched out Victoria Newman's (Amelia Heinle) wedding dress — a Fenmore design — with one from Newman Fashion.

They gave in to their feelings in Italy but stopped before things could go too far. Back in Genoa City, Chloe Mitchell and Chelsea Lawson (Melissa Claire Egan) started their own fashion business together, leaving Sally out of a job. Luckily, Adam swept in and hired her as the COO at Newman Media. That gave them the push they needed to make their relationship official. Soon, Adam and Sally were enjoying a strong personal and professional relationship, but as always, working together complicated their relationship.