Collaborating with an associate from our Nike days, we explored a visual language that would reflect boxing’s glory years – the 1950s, 60s and 70s. To complement this visual realness we chose classic production techniques including embroidery, applique and screen printing.

With the two collections launched, Sting needed a look book to share its vision with brand fans. The book’s central theme is based on the idea of ‘posterising’ – when an athlete does something so remarkable it deserves to be captured on a poster.

This one takes its title from a Muhammad Ali quote: “The fight is won or lost far away from witnesses – behind the lines, in the gym, and out there on the road, long before I dance under those lights.” That and the photography are a subtle visual nod to being the winner, the hero and the face on the poster.