Sofit Sports Fashion Advertising

Sports Fashion


The actual shoot(s) for this project go back a little ways.  I think the first shoot for Sofit a few months ago, and then we did a second shoot a few weeks ago.  Since Sofit is a startup brand we did the shoot in chunks as different stocks arrived.  This was an important aspect for me to plan into the shoot… we didn’t want the shoots to look like they were done at different times as everything was going to be used at the same time.  But with limited, and sometimes sample stock, being what we were working with, we wanted to get shoots done as soon as stock arrived.


It was the thought that we wanted all the shoots to be not only cohesive, but also to look as though they were taken at the same time that we decided to do the entire shoot as composite images.  A composite image is simple an image created from multiple images…more on that later.


The Challenges


The only real challenge for me was creating the background that we wanted for the images.  We wanted one solitary background that could work for all the different outfits and shots.  The problem was that I didn’t have any existing “ready” images that fit what we envisioned.  What I did have though was many images that had different aspects that I wanted to use.  I used these various images to create one, new, non-existent background image.  All in all, the background image contains aspects from around 6 different photos that I have taken throughout the years (I have a library of images that I take for this exact purpose).


The shoots were conducted close enough to each other that we didn’t have to worry (too much) about our models looking different.  Having said this, I am sure some people will now notice the difference whereas if I never stated that the shoots weren’t conducted at the same time no one would be the wiser!  😀


The Images


We wanted to create aspirational images for this campaign.  The campaign is targeted at current fitness buffs that want to look good while they work out.  There’s no denying that there is a limited amount of workout clothing out there that is both functional and stylish.  Sofit solves this problem, and at a reasonable price!  Have a look at the images below…



















This shoot(s) was a lot of fun.  I got to work with great people that have a great vision for their brand.  It’s not often that I get to work with a startup that has so much potential.  They have a clear brand identity and a clear plan of action.  I expect we will being seeing a lot more from Sofit in the future.


As for the images… I am really pleased with the results.  The hardest part here was creating the background image, and for that we wanted sometime rugged, yet ethereal and dreamlike at the same time…if that makes any sense!