As sports brands compete for cultural relevance, photography is moving away from polished action shots and instead towards imagery shaped by fashion and documentary. CR speaks to those working in the industry about the changes and the challenges
Today, most sports imagery sits between performance, fashion, documentary and internet culture, with brands increasingly moving beyond straightforward action shots toward images that communicate identity, emotion and cultural relevance. For photographer Max Manavi-Huber, who has built a reputation for instinctive, energetic imagery for brands including Nike and On, the shift became noticeable around 2019.
“Up to that point sports photography was quite conservative in terms of creative execution,” he tells CR. “Then it started to shift and more brands understood the value of giving photographers a more experimental and free approach to execute their ideas.”
That freedom has fundamentally changed the relationship between brands and photographers. Rather than hiring creatives to emulate a house style, many brands are now commissioning talent specifically for their own take. “Clients predominantly book me for my visual language instead of trying to transform me into something I’m not,” Manavi-Huber explains.
Top and above: Nike Running, Max Manavi-Huber
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