Good brand photography not only shows the product looking its best but gives potential customers viewing them the vision they can also wear the kit and look as great as the athlete in the shot. I help to create inspirational imagery that sells a lifestyle. Showing athletes who are training, pushing their limits, using the kit and the kit being just what the athlete needs to be a better athlete. I like to create photographs that tell stories. Stories that hopefully inspire a customer to pick up a garment or two and go out and exercise.

Another cold day in Yorkshire. “No way you say?” I photographed some Sportswear and Activewear photography for a super nice duo who were sisters. Brave enough to endure the cold and take the lead from me in creating some ‘fly on the wall’ shots as they warmed up and ran through such beautiful landscape. To create some great Sportswear and Activewear photography it really helps to ensure there’s a narrative for the days shoot. Something for the athletes to have in their head to help make more real. Two loving but very competitive sisters was enough of a story to work with. The girls train 6 days a week. For me, working with athletes showing sports kit is essential. They are passionate about what they do and of course they look great in the kit. There’s a real genuine look at what the brand kit product is capable of, putting it through its paces and looking great for wannabe athletes to be inspired by…

Photographing Sportswear. I have the pleasure of meeting some great people as a photographer. Sometimes I work with people more than once and working with India is a real treat for sure! The usual route to creating sportswear photography begins with myself coming up with a moodboard to show the model what it is I intend on shooting. It can included ideas for poses and kit. Then on the day we just have fun creating, working with the space we have available, the sportswear and the direction I choose. With a model with great poise and form as an athlete the job becomes way easier. Then its up to me to find the direction and mood of the photoshoot.

Activewear photography is probably my favourite thing to shoot for my range of clients. It’s that mix of partially sports and partially fashion photography combined. The balance is to create activewear photography that makes the product look great while the athletes/models are using it. My preferred look and mood is when the athletes just do their thing and I’m floating around, laying by the side of a road or ahead photographing them as they scale a mountain. Or photographing them in between sessions as they munch on bars and take a drink, just hanging out as cyclists do, hanging off their handlebars. I think getting the right models/athletes for the job is vital to give it the right mood/tone and voice. For most jobs the model selection is led by myself to help the client. If the models have been chosen well then my job becomes much easier and the brand style rises to the top. This particular shoot I was invited to photograph the new range of gear over a long weekend in southern Spain. Springtime can be lovely their but on this occasion the weather was little up and down. In a couple of days we photographed a large range of gear in standing posed scenarios and of course some fun photographing them climbing up and down the local mountain range