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Art Direction and Apparel Graphics – Sting Sports

We were approached by Sting Sports in 2015 to create original apparel graphics for their new streetwear line. An established boxing and fitness brand, Sting Sports has a growing international fan base and had been appointed as the official supplier of boxing gloves to the 2016 Rio Olympics and 2018 Gold Coast Commonwealth Games.

Collaborating with ex-Nike designer Chew Chin Yan to refine the clothing styles, we explored a visual language that would reflect boxing’s glory years – the 1950s, 60s and 70s. Production techniques were chosen to support the visual realness, and included embroidery, applique and screen printing.

There’s a lot of competition in this part of the market, with the Tommys and Ralphs of the world dominating the market, but we knew we’d have a winner if we could create something true to the craft of boxing.

With the two collections launched, we needed a look book to share our vision with brand fans. This one 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.