Hibbett | City Gear
Photography Art Direction
Hibbett | City Gear is a sports and fashion retailer based out of Birmingham, Alabama with over 1,000 locations scattered through the U.S. They have become a go-to shopping retailer for finding the latest sneaker releases and the hottest styles from brands such as Nike, Adidas, and Under Armour. Each season we are tasked to concept several mood boards to represent and evolve their brand that aligns with their target demographic.
Photographed by: James Acomb
Deliverables:
Mood boards
Photography
The Process
When thinking for the concept of the season’s photography, we have to look at the bigger picture. What has the past photography looked like and how do we evolve from there but still family with the Hibbett brand each time we move forward?
The concept always goes back to their core values: attitude, premium, and authenticity. Each mood board we create falls under these values.
The Final
Hibbett wanted this shoot to focus on the color stories of each outfit and pair them within an urban environment. The textures, lighting, and hues serve to that aesthetic.
We wanted the lighting to feel natural and used water refractions to add brightness and visual interest; while capturing each model's clothing and attitudes.
