This spring, on the occasion of women’s history Month, sporting goods giant Adidas launched the Watch Us Move campaign, a celebration for women in Fitness. The All-Star cast consisted of athletes and coaches from all sports— from deadlift to dance-representing different shapes, sizes and spheres of life. As part of its Move With Us series, Adidas shared workouts and stories from industry leaders such as Jessamyn Stanley, a lawyer and yoga teacher, and Denise Schindler, a three-time world champion and Paralympic medalist. The campaign was a welcome example of inclusive Marketing that was done properly.
Although the movement has associated itself for years with better representation in advertising and visual marketing, the fitness industry has sometimes missed the mark when it comes to inclusivity. About four years ago, researchers found that viewing “Fitspiration” photos on Instagram was associated with greater body dissatisfaction and a greater craving for thinness. A previous study suggested that women were less satisfied with their bodies after looking at fitness photos on Instagram than women who looked at travel photos.
For too long, photos related to Fitness and wellness have focused on the stories of people who fit a particular shape (often young, thin, non-disabled, white, cisgender), while others have been excluded. Fortunately, the tides are turning. For example, Blink Fitness Champions real Gym Members ‘” Every Body Happy “campaign, which shows that there is no way to embody fitness and prove that” the best body is your body.Along with the campaign, Blink commissioned a poll that found that 82 percent of Americans say it’s more important to feel good than to look good.
In 2017, Athleta also made waves by launching a catalog of real bodies, including a model with Down syndrome and a 98-year-old yoga teacher. Then, just this year, the brand announced that 70% of its collection would offer more complete sizing while introducing mandatory training for all store employees. Meanwhile, in 2020, when fitness clothing company Gymshark posted a photo on Instagram showing Body Confidence influencer Nelly London in her workout gear, they garnered a record number of Likes.
In 2021, Fitness and wellness sessions are different from five years ago, because brands want to represent their real customers. When planning your Licensing films, don’t forget to work with people from all walks of life and honor their stories and experiences. Take an inclusive approach. You can do this by accessing your local community and engaging with family, friends and friends of friends. Ask your models what fitness means to you and think about how you can illustrate it. Choosing an activity that you perform each day also allows you to get more natural images.
In May, Getty Images ‘ Creative Insights team cited Post-recent times body well-being as one of its top trends in commercial Photography. Like future-oriented fitness brands, visual culture has begun to prioritize “feeling good” over ” looking good.””The Cast includes people of all genders, body types and ages.
Although Getty Images ‘ research shows that baby boomers are 40% more likely than Generation Z to say they are conscious and deliberate in their choices, seniors are still underrepresented in commercial Photography. When presented, they are often presented alone or in a medical context. At the same time, customer search terms such as “active seniors,” “training seniors,” and “healthy seniors” continue to trend on Getty Images, highlighting the demand for visuals that break tired stereotypes. When photographing fitness, Brainstorming ways to represent the real stories of people of all generations.
While Fitness photo films once included exclusive Yoga classes at spas or expensive gym memberships, Fitness visuals now need to feel more accessible to find resonance. Fitness-themed lifestyle photography doesn’t necessarily take place at the gym or Yoga studio; you can arrange shots from your home, on your local trail, or in the park. Maybe organize a session around the theme of virtual training or photograph daily activities like gardening or walks that can improve our well-being.
The Getty Images team cites a 2020 study by VICE Media that shows people are more concerned than ever about their mental, emotional and body health. While 52% of youth said that after recent times, They would spend more time on fitness, and 20% said they would spend more money on fitness after the recent times, VICE noted that for many, that did not necessarily mean going to the gym. 47% said they would use their workout routines at home, while 64% said they would go for walks and errands; 38% planned bike rides and 35% said they would go hiking at recent times.
A year ago, a survey by online broker TD Ameritrade found that 59% of Americans did not plan to extend their gym membership after the recent times, with the main reason (as 56% of respondents indicated) being that the recent times had prompted them to find “more affordable”workout options. In Australia this summer, people flocked to green spaces and surveys showed that citizens went to local parks for hiking, running and biking. From free fitness apps to outdoor activities for everyone, last year served as a strong reminder that wellness doesn’t need to have a price.
“Consider the different ways people can stay active beyond stereotypes,” the 500px team asks. “It could be dancing, stretching, walking, cycling, gardening and more. Try to capture body health as a process.”This is not necessarily the Standard photo film of chiseled models lifting weights. Instead of just showcasing the bodies of the picture books of yesteryear, celebrate the journey and capture the joy we can all derive from our daily activities.
As with all photos you upload to your license portfolio, beware of brand details. Items such as brand logos (e.g. Adidas Three Stripe or Nike Swoosh) are copyrighted, so keep your generic wardrobe choice to avoid it or change brand details in post-processing. If you add keywords to photos of people, you can include trending topics such as “wellness” or “body Positivity”.”Also consider asking your team for feedback and ideas. “If you ask your models to describe how they feel when they perform different activities, they can capture authentic keywords that they may not think about,” the 500px team tells us.