M&S | THE SPORTS EDIT
Become the number one activewear leader in the UK, with instantly recognisable creative and a standout assortment of sports brands that draw consumers in. Develop a distinctive brand aesthetic with bold, consistent visual elements that reflect the brand's ethos. Incorporate motion blur and dynamic imagery to bring energy and movement to the studio environment, which makes the visuals feel alive and full of motion, embodying the essence of activewear.
By using motion blur, the imagery captures a sense of energy and activity. It portrays the activewear not just as fashion but as something built for performance. The effect of motion blur also conveys a studio environment that's dynamic and full of life, making the product images pop. Soft, warm lighting enhances the premium look of the activewear. It adds a layer of sophistication and edginess, making the brand feel modern, urban, and aspirational, appealing to both fitness and fashion-conscious consumers.
