THE TOP FASHION SPORT FILMS OF 2016 | THE IMPRESSIONS AWARDS


BY KENNETH RICHARD

Sports films in fashion are some of the most complex work to concept. Sure they have inherent talent in athletes, but they are just that … athletes, and not camera friendly, acting talent. And then there is the message itself, the product is by its very nature a performance product, meaning it has a very specific purpose, which is typically worn during certain activities.

For 2016 three brands found unique ways to get creative within the confines of the sports performance box. Under Armour teamed up with digital creatives Droga 5 to speak to the power of practice, Adidas Originals and agency Johannes Leonardo touched upon leadership, social tribes, and millennials, while Nike and agency Wieden + Kennedy Portland got their Ronaldo on for an epic twist on Freaky Friday. All checked off the boxes of product, performance, and ultimately desire making them the top fashion sport films of 2016.

Under Armour x Droga5

Rule Yourself | Michael Phelps


 

Agency | Droga 5
Client | Under Armour
Group Creative Director | Tim Gordon
Creative Chairman | David Droga
Creative | Toby Treyer- Evans & Laurie Howell
Design Director | Cynthia Ratasbouth
Designer | Jennifer Lally & Tessa Modi


Adidas Originals
Future

 

 

Agency | Johannes Leonardo
Chief Creative Officers | Jan Jacobs & Leo Premutico
Film Director | Terence Neale
Photographers | Pieter Hugo, Oliver Hadlee Pearch, & Tyrone Lebon
Executive Producer | Carol Dunn
Models (Cultural Creators) | Aleali May, Luka Sabbat, Iman Shumpert, Kyu Steed, Reese Cooper, Ikwa
Music by Squeak E Clean Productions
Composer | Justin Hori
Vocalist | Daisy Hamel-Buffa
Music Producer | Chris Shaw

Nike
The Switch

 

Agency | Wieden + Kennedy Portland
Director | Ringan Ledwidge
Creative Director | Chris Groom & Stuart Brown
Art Director | Pedro Izique
Executive Producer | Matt Hunnicutt
Talent  | Ronaldo