How to sell sporting goods? Appeal to consumers with a human approach, make them dream of being outside and surrounded by nature. I decided for an approach that was decidedly not-corporate. The message for me was all about nature and fresh air and escape. On the inside, I used the most seductive photographs that were available, there were editorial photos that were retouched to give a sense of warmth and depth like that of a 35mm film camera, with filter effects like you might assimilate with Instagram. Small drawings of trees and mountains were brought in around page titles to echo the given tone.