STRIDE brand guidelines

STRIDE photography is shot in the middle of effort, never staged around it.

Photography

What a STRIDE photo looks like

If a shot could have come from any brand’s stock library, it isn’t a STRIDE shot. Each category below has its own job; most campaigns use two of them.

Road cyclists racing downhill — Action — the moment of effort, from inside the pack.

Mountain biker mid-jump against the sun — Terrain — the place is part of the story.

Cyclist in blue on a fast descent, eyes on the road ahead — Portrait — close, candid, never looking at the lens.

Skier carving through fresh powder — Weather — snow, spray and bad light are part of the sport.

Golfer finishing a drive on a tree-lined fairway — Moment — quiet concentration, often from far away.

Runners of every age racing across an open track — Play — sport for everyone, full of light.

Principles

Four things every shot has

In the middle of effort

Shoot during the work, never staged around it. Breath, spray, mud and motion blur are all welcome.

Real terrain, real weather

Natural light and real places. If the weather was bad, the photo can say so.

The athlete, not the product

Gear is in the frame because an athlete is wearing it. We never shoot a shoe on a plinth for a campaign.

Room for the mark

Leave a calm corner — sky, snow, tarmac — where the wordmark can sit without a box behind it.

Avoid

What makes it look like stock

Forced smiles at the camera
Obviously staged action
Over-retouched skin and gear
Recognisable real athletes or teams
Real league, club or event marks

Explore how we apply each image type

Campaign: one action image, full bleed, with the wordmark in the calm corner.