A fantastic brief came in via the team at Mens Health to produce a set of images for the launch collection for H+M’s venture into producing sports wear. The key elements to the brief were to feature as many of the apparel pieces as possible and to show the sporty styling and technical capabilities of the fabric.
With this in mind i developed the concept around the same athlete appearing multiple times within the frame. I headed over to the private training gym 639 in London’s Covent Garden, the
consultant showed a number of training scenarios and i settled on the resistance running technique as this would also allow a mix of male and female athletes in each image.