Sportswear
Sportswear photography has to do something most fashion work doesn't — keep up with an athlete actually performing. On Visie, that craft spans campaign and action photography for marques like Adidas, Puma, New Balance, and Under Armour, often shot at high shutter speeds to freeze motion mid-performance.
This week's top Sportswear projects
This week's top Sportswear projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Merrell x YMC · Kite!
Merrell and YMC collaborate on the 'Kite!' campaign, a series documenting outdoor movement through a contemplative lens. The project captures individuals traversing an expansive meadow, focusing on the interplay between human activity and the natural landscape under an overcast sky. Directed by Alexander Ingham Brooke, who also served as director of photography, the campaign utilizes a raw, live-action technique to ground the film in its environment. The execution favors a cinematic aesthetic, defined by grainy textures that emphasize the tactile quality of the dry grass and the movement of the subjects' garments. Creative direction for the project was provided by Sage Toda-Nation, with art direction by Yachub Webb.
Nike · Play With Fire
Nike’s 'Play With Fire' campaign brings together sport and culture in a cinematic commercial spot. Directed by Arno Salters with cinematography by Kai Saul, the film features athlete Carlos Alcaraz on an indoor tennis court, framed by dramatic, low-key lighting that emphasizes the focused atmosphere. The narrative places artist Travis Scott in the umpire’s chair, overlooking the court. The spot utilizes a commercial live-action technique, leaning into a moody aesthetic that highlights the intensity of the scene. Produced by Iconoclast TV with creative agency Wieden+Kennedy Portland, the production captures a precise moment of preparation.
Project Alo · Fall 2026 Bag Campaign
Alo introduces its Fall 2026 Bag Campaign, a studio-led sportswear project captured by photographer Steven Meisel. The series features models Amelia Gray, Candice Swanepoel, Ming Xi, Natasha Poly, and Daiane Sodré, positioning athletic apparel alongside luxury leather accessories including duffel, tote, and drawstring bags. Executed with high-key studio lighting and a clean, minimalist aesthetic, the imagery leans into editorial sensibilities. The campaign utilizes polished framing against seamless backdrops to highlight the integration of performance-wear silhouettes and accessory detailing, with props such as suspension ropes and training bungee cords to underscore the activewear context.
Project Zara · Zara Athleticz + Ridar 26
Zara Athleticz collaborates with the performance-focused Ridar 26 range, showcasing a technical sportswear collection through a series of dynamic editorial images. The project balances clinical studio portraits with high-contrast, black-and-white outdoor action sequences. Creative direction by Gorka Sorozabal and photography by James Brodribb define the visual narrative, which explores athletic motion and form. Utilizing a mix of natural light and moody, low-key chiaroscuro techniques, the series emphasizes the functional details of the apparel. Styling by Ruben Vazquez features technical gear including running shorts, fitted tanks, and structural accessories, while model Hyuk Kim serves as the central figure throughout the campaign.
Project Alo · ALO FALL 2026 x JISOO
The Alo Fall 2026 campaign marks a sophisticated evolution in the sportswear brand's visual identity, featuring global entertainer Jisoo in an aesthetic that leans into effortless, elevated movement. Captured through the lens of photographer Hong Janghyun, the imagery eschews aggressive performance tropes in favor of a polished, lifestyle-focused narrative that emphasizes versatility. The campaign leverages soft light and natural light to create an airy, clean environment, allowing the pastel color palette of the collection to anchor the composition with understated elegance. Jisoo’s direct, neutral gaze combined with the clever use of architectural reflection creates a sense of intimacy rarely achieved in high-volume athletic marketing. This commercial execution benefits significantly from the cohesive beauty direction provided by makeup artist Lee Nakyeum and hair stylist Iljung Lee, who ensured the aesthetic remained consistent with current fashion trends while maintaining an approachable, everyday appeal. With production handled by Lee Kyung Kim and meticulous detail provided by manicurist Park Eunkyung, the project functions as a masterclass in modern brand storytelling. By seamlessly integrating performance-wear staples like ribbed sports bras and lounge-ready sweatpants into an editorialized space, Alo successfully positions its latest collection as both functional attire and a quintessential expression of contemporary style, proving that the intersection of high fashion and technical sportswear remains a powerful, evolving frontier.
Alo · Kylie Jenner
Alo leans into a refined equilibrium of performance and serenity in this latest campaign featuring Kylie Jenner. The project successfully navigates the intersection of sportswear and high-end fashion, moving beyond traditional activewear tropes to establish a meditative, wellness-centric narrative. Under the sharp creative vision of directors Mert Alas and Marcus Piggott, the commercial production adopts a rhythmic, minimalist visual language that elevates the brand’s signature silhouettes. By pairing clean, polished portraits with quick, deliberate cuts and evocative nature-inspired B-roll, the edit creates a sensory experience that feels both grounded and aspirational. Jenner serves as a poised anchor throughout the montage, her sleek, wet-look styling reinforcing the campaign’s commitment to a fresh and focused aesthetic. Through a sophisticated live-action technique and the intentional use of slow motion, the work highlights the versatility of the apparel—from the branded tank tops to the tailored shorts—while maintaining a serene atmosphere that prioritizes self-care. The result is a masterclass in modern lifestyle marketing, where the deliberate pace of the cinematography allows the premium nature of the collection to resonate without distraction. This campaign does not merely display products; it invites the viewer into a carefully curated, minimalist world where movement, nature, and personal wellness coalesce into a single, cohesive brand identity.
Jacquemus x Nike · Moon Shoe
The Moon Shoe campaign for Jacquemus x Nike bridges the worlds of high-fashion editorial and sportswear through a series of dynamic, movement-focused portraits. Photographed by Oliver Hadlee Pearch, the project oscillates between the controlled, sculptural atmosphere of a minimalist studio and the candid, light-drenched environment of a quiet suburban street. The imagery leans into a soft, warm aesthetic, highlighting the collaboration’s hybrid apparel and footwear with a focus on athletic form and textural detail. With fashion styling by Jay Massacret and hair by Christine Nelli, the campaign explores the intersection of dance-inspired performance and daily, residential life. The work utilises a mix of monochrome studio captures and high-contrast, natural light outdoor photography to emphasize the fluidity and collaborative design language of the collection.
Project Polo Ralph Lauren · US Open 2026 Campaign
The Polo Ralph Lauren US Open 2026 campaign captures the intersection of classic menswear tailoring and high-performance athletic wear. Photographed by Maya Skelton with creative direction by David Oscroft, the series navigates between the structured elegance of stadium seating and the kinetic energy of court-side play. Styling throughout the campaign leans into a retro-inspired aesthetic, pairing hallmark items like glen plaid blazers and cable-knit sweaters with technical sportswear such as branded bomber jackets and tracksuits. The imagery utilizes a mix of soft natural daylight and clean, high-key studio lighting to highlight the tactile textures of embroidered script, satin finishes, and crisp cotton piqué. Featuring models Akbar Shamji, Nile Winchester, Tommy Gray, River Klein, and Ellis Mueller, the campaign presents a versatile visual narrative of New York tournament culture. Shin Arima serves as the hair stylist for the production, maintaining a polished, coherent look that bridges traditional preppy codes with contemporary athletic apparel.
Project Nike · France
Nike’s latest foray into the intersection of sportswear and high-end fashion, titled France, captures an aesthetic of intense focus and structural precision. This campaign leans into the power of editorial minimalism, placing the technical design of the brand’s apparel at the very center of the frame. Through the lens of photographer Nadine Fraczkowski, the project utilizes high-contrast low-key lighting and chiaroscuro techniques to transform a standard windbreaker into a sculptural element. By tightly framing the subject, the imagery emphasizes the taut lines of the hood and the deliberate geometry of the garment’s metal hardware, turning a utilitarian object into a compelling character study. The creative narrative is anchored by the refined hand of fashion editor and stylist Matthew Josephs, who curates a crisp, monochromatic color palette that allows the subtle, patriotic hints of blue and red striping to emerge as secondary, sophisticated details. The result is a moody, arresting portrait series that feels less like traditional sportswear advertising and more like a deliberate exercise in style. By stripping away extraneous environment and focusing entirely on the physical interaction between fabric and anatomy, the project elevates the brand’s technical heritage, establishing a distinct visual language that resonates with both athletic utility and modern fashion sensibility while maintaining a cool, focused intensity that demands the viewer’s complete, unwavering attention.
Project On · Be Every You
On presents 'Be Every You,' a sportswear campaign featuring Zendaya. Directed by Bardia Zeinali and captured by photographer Emily Lipson, the series leans into a high-contrast aesthetic, utilizing moody lighting and cool tones to frame the athletic ensemble. The project captures dynamic movement on a minimalist, pale sand set. Styling by Law Roach highlights the technical textures of the bomber jackets, performance shorts, and running footwear, leaning into a polished, commercial look.
Project Puma · PUMA x ROSÉ
The latest collaboration between global sportswear giant Puma and international pop icon ROSÉ marks a sophisticated pivot in the brand's aesthetic, blending athletic functionality with an elevated streetwear sensibility. This commercial campaign positions the footwear and apparel collection within a grounded, outdoor narrative that feels both accessible and aspirational. By featuring ROSÉ in a series of dynamic, lifestyle-focused portraits, the imagery leans into a naturalistic visual language that favors authenticity over traditional high-octane performance tropes. The central creative choice to utilize soft light and a shallow depth of field against organic, wooded backdrops successfully draws the viewer into a quiet, focused intimacy, highlighting the clean lines and utilitarian details of the new footwear line. By stripping away artificial studio clutter, the campaign allows the synergy between ROSÉ's personal style and the Puma silhouette to take center stage. This project represents a masterful execution of contemporary fashion marketing, where the intersection of sportswear and personal brand identity is captured with remarkable clarity. Through this deliberate approach to composition and environmental storytelling, Puma reaffirms its status as a leader in the competitive streetwear market, proving that the most compelling narratives are often those that maintain a sense of understated elegance while remaining rooted in the active, everyday lifestyle of their audience.
Project Vuori · Vuori By Kaia
Vuori's latest campaign features Kaia Gerber in a series of studio portraits that highlight the brand's activewear collection. Photographed by Lachlan Bailey, the imagery utilizes soft lighting and a neutral grey seamless backdrop to maintain a focus on the silhouettes of the apparel. The project channels a commercial aesthetic through athletic posing and a clean, minimalist environment. Featuring Kaia Gerber and Kirsty Godso as talent, the photography captures a playful tone, emphasizing both the movement and the fit of the sportswear pieces.
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