Intersport – Robert Harrison

CLIENT

INTERSPORT

ROLE

CREATIVE DIRECTOR / ART

Developed in collaboration with Superson and INTERSPORT, this project set out to challenge the conventional New Year fitness narrative. Rather than speaking to people looking for a fresh start, we focused on those for whom training is already a way of life.

Built around the platform Training Never Stops, the campaign celebrates the commitment, discipline, and consistency that define modern fitness culture. As Creative Director and Art Director, I helped shape the strategic and creative direction, developing a visual world that balanced aspiration with authenticity and felt true to the audience it was created for.

At the heart of the campaign was a hero film following six athletes, supported by a scalable content system designed to work seamlessly across social, e-commerce, and retail touchpoints. Together, the work positioned INTERSPORT as a brand that understands sport not as a seasonal pursuit, but as an ongoing commitment to progress.

"AN INTENSE AND REWARDING COUPLE OF DAYS BRINGING TOGETHER DIVERSE PROFESSIONALS IN ONE ROOM. WE LEFT WITH A CLEAR PLAN ALONGSIDE EXECUTION TO DELIVER A CAMPAIGN WE'RE PROUD OF."

MARIA PAPADOPOULO
MARKETING MANAGER • INTERSPORT GROUP

THE CHALLENGE

→ LETS GO!

PROGRESS HAS NO NEW YEAR:

Together with Superson and INTERSPORT, we were challenged to rethink the traditional New Year fitness campaign. Instead of speaking to short-lived resolutions, we wanted to connect with a generation of athletes who see training as part of their everyday lives.

Our objective was to create a socially led campaign that could inspire people across all levels of fitness while showcasing INTERSPORT's latest training range. Rooted in the belief that progress is built through consistency, the campaign aimed to celebrate the mindset behind training rather than the moment of starting.

At the same time, the work needed to strengthen INTERSPORT's brand relevance and affinity, positioning the retailer as a genuine partner in sport and a leader within the category.

→ PHOTOGRAPHY

[ CLICK TO ENLARGE ]

CMPN // 2

→ FOOTBALL

Football. For SS26, the focus shifts to football enthusiasts eager to return for the decisive half of their season. Rather than centering the match itself, the concept explores football off the pitch—capturing the moment a team regroups after the off-season and begins training again.

The film highlights reconnection, routine, and the shared anticipation of getting back to work. By focusing on preparation rather than performance, we tap into a relatable Gen Z mindset: football is as much about belonging and identity as it is about competition.

Visually, the direction emphasizes collective movement, authentic energy, and real athletes in real environments—aligning with INTERSPORT’s positioning as the local expert who supports every level of player.

The result is a campaign designed to generate excitement across retail, social, and e-commerce—connecting product to emotion at the moment players are ready to return to their clubs.

→ PHOTOGRAPHY

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→ SOCIAL MEDIA

→ BTS :)

CREDITS

Laura Scott, Social & Cultural Strategist
Rob Harrison, Art Director & Creative Director
Jonas Beck, Director
Yannick Schurwanz, Photographer
Julia Schmidt, Producer, Studio Studio
Christoph Schneuwly, Global Marketing Manager Football, INTERSPORT Group
Benjamin Cohen, Global Brand Director, INTERSPORT Group
Nathalie Zondervan, Project Partner
Holly Wells, Client Partner
Chris Friend, Managing Partner
Rachna Dhall-Haasnoot, Creative Partner