Global Motion: Capturing the Joma Sport 2023 Brand Campaign
Client: Joma Sport
Project: 2023 International Catalogue
Locations: Valencia & Murcia, Spain
Duration: 14-Day Production
Services: Commercial Photography, Lifestyle & Technical Sports Direction
The Brief: A Comprehensive Refresh for a Global Giant
Joma Sport, Spain's leading athletic brand, required a complete visual overhaul for their 2023 Teamwear and Lifestyle catalogues. The brief was ambitious: a two-week intensive production to capture their latest collections in authentic, high-energy environments.
Visually Rich was tasked with bridging the gap between technical sports performance and aspirational lifestyle photography, ensuring every garment from the Eco-Championship line to the Europa V collections looked as good in motion as it did in print.
The Location: From the Streets of Valencia to the Coast of Murcia
To reflect the global appeal of Joma, we selected a diverse range of locations between Valencia and Murcia. This region offered the perfect "production playground," including:
Urban Valencia: For contemporary lifestyle and streetwear-inspired sports apparel.
Professional Facilities in Murcia: Utilizing world-class stadiums and training grounds (home to Joma-sponsored teams like ElPozo Murcia) to capture authentic "in-game" intensity.
Coastal Backdrops: Leveraging the Mediterranean light for the brand’s running and outdoor fitness ranges.
The Challenge: High-Volume Production & Logistics
Executing a two-week shoot abroad requires meticulous planning. With over 100 outfits to document, our team managed a fast-paced schedule that included daily location moves, model coordination, and lighting setups that had to adapt to the changing Spanish sun.
In commercial sports photography, the challenge is often maintaining consistency across hundreds of assets. We implemented a streamlined digital workflow on-site, allowing for real-time review and ensuring that every technical detail—from fabric texture to logo placement—was perfectly represented.
The Solution: Dynamic Storytelling in Every Frame
Our approach went beyond standard catalogue shots. We focused on "Humanizing the Athlete." By using a mix of wide-angle environmental portraits and tight, high-speed action shots, we created a visual narrative that felt less like a product list and more like a lifestyle movement.
The use of natural Spanish light, supplemented by high-speed sync flash, allowed us to maintain a "high-end editorial" feel while ensuring the technical details of the apparel remained the hero of the shot.
The Result: A Masterpiece in Print and Digital
The assets from this two-week production became the backbone of the Joma Sport 2023 Global Catalogue, used across web, social media, and in-store displays in over 120 countries. The project successfully positioned Joma as a brand that balances professional-grade engineering with modern style.
Need a production partner for your next international campaign? > From logistics and location scouting to high-end post-production, Visually Rich handles full-scale commercial shoots across the UK and Europe. Get in touch!
