Sports & Fitness
Athlekt
Activewear cut for every body, argued on the product page and in the feed.
- Art Direction
- Product Photography
- Lifestyle Photography
- Social Film
The Brief
Athlekt makes activewear for parents, professionals and people who simply train, rather than for one idealised athletic build.
Innovex was asked for the campaign and catalogue library that carries that argument — on the product page, in the campaign, and in the feed.
The Approach
A fit claim is easy to write and hard to photograph.
Every frame had to sell a garment and, in the same breath, make the case that this range is cut for ordinary bodies and ordinary weeks. Athlekt needed both from one library, across the whole range.
What we did
The execution.
01
Art Direction
One visual system for the range, pitched at everyday training rather than at competition, so the kit reads as something a real week can accommodate.
02
Product Photography
Athlekt worn on the body rather than laid on a rail. A fit argument is only credible on a person.
03
Lifestyle Photography
The same pieces in daylight and in ordinary movement — a run, a stretch, a pause — the training that fits around a job and a household.
04
Social Film
Vertical cuts so the same argument travels in the feed.
Athlekt · Product & Lifestyle Editorial
The creative.
Cut for every body
Athlekt · Film
The films.
What we did for Athlekt
One team, 2 disciplines.
Creative Production
Creative direction and content that brings the brand to life.
Social
The always-on channel presence.
Tell us what you need — we'll pre-fill the rest.
Work with us like Athlekt didCut for more bodies. Shot to prove it.
Next case study
A private Fujairah retreat, sold on having the whole place to yourselves.
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