Eliud Kipchoge - Athlete Creative Direction

From The Tracks of Eldoret To The World

Brief: Launch the fastest man in history's maiden capsule collection, and create a creative direction for him as an athlete and his preceding collections.

Concept: From Eldoret to the world. The concept was to bring a piece of Eliuds heritage (Eldoret and Kaptagat, Kenya) to the world stage but in a beautiful and simple way to reflect his humble and wise character.

Creative: We looked into the archives of past African photography and found Malik Sadibe, who took mesmerisingly simple photos of his community members during parties, with simple studio set ups, we wanted to emulate this for this shoot and creative direction of Eliud. We mirrored the red tones from the tracks Eliud runs on, and brought in Kenyan prints that are seen within his training camp in Eldoret which we worked with Eliud to get. The result was a beautifully simple yet iconic set of images, and set the precedent for Eliuds creative vision going forwards.

Fun Fact: One of Eliuds favourite songs is Stronger by Kelly Clarkson, we danced to this song in the last shots on set. Vibe.