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.
Gymshark · Megan Does Gym
Gymshark’s 'Megan Does Gym' campaign features Megan Thee Stallion across a series of high-energy portraits and athletic sets. Photographed and directed by Jack Bridgland, the campaign leverages a clean, polished studio aesthetic to showcase the brand's latest sportswear collections. Moving between vibrant orange, light blue, and grey athletic sets, the imagery leans into a minimalist, neutral-backdrop approach. The execution focuses on technical lighting to accentuate physique and fabric texture, utilizing a crisp and commercial style to frame the activewear in a controlled, studio environment.
Project Adanola · Adanola x Hailey Bieber Capsule Collection
The Adanola x Hailey Bieber capsule collection campaign presents a series of editorial portraits featuring Hailey Bieber. Captured by photographer Angelo Pennetta, the imagery leans into a clean, commercial aesthetic that highlights the functional design of the sportswear range. Styling by Dani Michelle anchors the collaboration, utilizing a minimalist approach that plays with natural light and structured interior settings. The shoot incorporates moody, editorial backdrops and deliberate studio framing to emphasize the collection's activewear silhouette.
Project Puma · Speedcat Croc
Puma introduces the Speedcat Croc, a footwear campaign featuring ROSÉ. The project centers on a lifestyle aesthetic, blending sportswear with mid-century interior design elements to showcase the sneakers in a domestic setting. The campaign utilizes a warm and nostalgic color grading, emphasizing the retro-styled set design. The composition focuses on a soft, clean visual narrative, incorporating architectural details like herringbone flooring and globe lighting to frame the product.
Reebok · Belmont Cameli
Reebok highlights its athletic footwear in this commercial spot, Belmont Cameli. The production centres on a dance rehearsal taking place on a theatre stage, featuring performers in athletic apparel and white sneakers executing precise choreography. Directed by Zachary Shea with cinematography by Natasha Abdul, the film channels a cinematic, low-key aesthetic. The visual narrative leans into chiaroscuro and moody lighting to emphasise footwork and rhythm, while the presence of a director in the audience frames the rehearsal environment. Creative direction for the campaign was provided by T. Abbo, with production led by Shotclock and talent Belmont Cameli performing in the lead role.
Project Nike · Nike Atelier
Nike Atelier explores the intersection of high-performance sportswear and editorial fashion photography. Featuring athlete Sha'Carri Richardson, the project centres on sculptural compositions and material contrasts, often utilizing low-key chiaroscuro lighting to emphasize the textures of technical mesh, crackled leather, and organic elements like ice. Photographer George Morris leads the visual execution, supported by art direction from Alice Lairy and Yarheine Lima. The production design, managed by Rosco Production, features environments constructed by Rachel Thomas Studio with makeup by Athena Paginton and hair styling by The Lace Bandit. The series maintains a consistent focus on raw, desaturated palettes and clean, monochromatic portraiture.
Project On · Zendaya
On presents a campaign featuring Zendaya that highlights the intersection of performance sportswear and urban architectural aesthetics. The project is directed by Spike Jonze with cinematography by Jasper Wolf, utilizing a desaturated palette and natural light to emphasize the raw textures of industrial concrete and moody, overcast settings. Fashion styling and creative direction by Law Roach inform the look, featuring technical anoraks, patterned athletic track sets, and lightweight performance wear. The imagery relies on live-action technique and analogue film textures, framing the talent in dynamic, candid motion against expansive cityscapes and minimalist, sculptural backdrops.
On · Zendaya in your new favorite action movie - Hero Film
On presents a high-energy hero film featuring Zendaya, showcasing the brand’s performance apparel through a sequence of dynamic martial arts and evasive maneuvers. Directed by Pantera with cinematography by Patrick Golan, the piece utilizes fast-paced tracking shots to follow athletic movement across brutalist concrete structures and modern urban settings. The film leans into an action-oriented aesthetic, employing rapid editing by Fouad Gaber to accent physical impacts. The production, supported by stunt coordinators David Forman and Hélène Tran, features an ensemble cast including Shaina West and Mana Kimura-Anderson, all captured under natural overcast light to maintain a cinematic, live-action look.
Project Adidas · Adidas x Lionel Messi: La Última
Adidas presents "La Última," a sports fashion campaign featuring athlete Lionel Messi. The project captures the athlete in a series of vertical portraits, balancing commercial sportswear aesthetics with an editorial approach. Photographed by Diego Bendezu, the work utilizes moody, low-key lighting and a rich blue color palette to frame the subject. The imagery alternates between studio portraits against desaturated, textured backgrounds and compositions incorporating the Argentine national flag. These shots highlight technical apparel details, including soccer jerseys and tracksuits, through a mix of clean, natural light and directional, high-contrast studio setups.
Project footballer Désiré Doué · Brand Identity
This brand identity project explores the intersection of professional sport and bespoke tailoring for footballer Désiré Doué. Conceived as an exploration of the Nike Atelier, the imagery documents the technical process, from fabric measurement and marking to the final construction of garments. The visual approach relies on high-contrast monochrome and clean, minimalist studio settings to emphasize material textures and structural details. Techniques including long-exposure motion blur and low-key chiaroscuro lighting are utilized to create a dynamic, backstage atmosphere that contrasts with the static, editorial focus on apparel and footwear. Design by Convoy.
Timberland · Timberland - A-Z With Timberland - (Kids)
Timberland presents 'A-Z With Timberland', a dynamic fashion campaign tailored for the brand's kids' collection. The project unfolds as an alphabetical exploration of brand identity, pairing each letter with a defining attribute through a blend of youthful narration and high-energy pacing. Produced by DIVISION Global, the video integrates live-action technique with illustrative animation to transition between educational settings and urban landscapes. Sound design and mix by Chris Afzal and Aaron Reynolds provide the rhythmic backbone for the cinematic edit, emphasizing the brand's heritage and durability throughout the sequence.
Adidas · The Ants
Adidas presents 'The Ants,' a cinematic commercial project that anchors its narrative within the atmospheric confines of a classic, wood-paneled billiard room. Directed by Alessandro de Leo, the film captures the interplay between character and setting, featuring appearances by Kimi Antonelli and Anthony Edwards. Creative direction by Demetrio Chirico and Alessandro Pomè utilizes warm tungsten interior lighting and natural light to emphasize the textures of the space, from vintage newspapers to the green felt of the tables. Director of photography Andrea Gavazzi employs a grainy, analogue film aesthetic to define the project's visual identity, grounding the sportswear brand in a highly tactile and intimate environment.
Jacquemus x Nike · Moon Shoe
The Moon Shoe campaign by Jacquemus x Nike explores the intersection of high-fashion sensibility and classic athletic performance. Captured by photographer Oliver Hadlee Pearch, the project oscillates between intimate, sculptural studio portraiture and candid, movement-driven scenes set in sunlit suburban environments and traditional dance studios. Styling by Jay Massacret emphasizes a layered, textured approach to sportswear, pairing technical fabrics with precise silhouettes, while hair styling by Christine Nelli maintains a polished, athletic aesthetic throughout. The visual language favors a blend of high-contrast monochrome studio shots and warm, natural light compositions that highlight the collection’s tactile details and form.
Top Sportswear brands
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