We were approached by Sting Sports to create two apparel graphic collections that could stand alongside their established boxing and fitness collection. The brand’s appeal is already clear in its growing international fan-base, and its appointment in 2016 as official supplier of boxing gloves to the Rio Olympics and in 2018 to the Gold Coast Commonwealth Games.
Behind the Lines
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.