When there’s nothing weighing you down, the only place to go is all the way up. Pure XT is good-to-go no matter what you’re up to—step, lunge, jump, or sprint, this lightweight trainer will raise you to a higher ground. Lace up. Rise up.

In my role, on-set art director, I led the art direction for the Pure XT and Liquid Cell Collections with Lewis Hamilton. Ideating and collaborating with key stakeholders to build and execute an omni-channel campaign.

Photographer: Boogie

Videographer: Vladimir

Conceptual Art Direction: Scott Sutherland

Location: Nice, France