Soft Meets Strong: Shooting FLEO’s New Athleisure-Inspired Campaign

When FLEO reached out about photographing their latest product launch, I knew we were about to create something special. Known nationally for their bold, performance-driven activewear, this drop was a little different—softer, more lifestyle-focused, and rooted in the in-between moments of movement.

This wasn’t about maxing out reps or high-intensity grit. This was about the pause—what you throw on after a workout, how you stretch into your day, or the pieces you wear on your coffee run that still make you feel strong. It was a new side of FLEO. And I was honored to help bring it to life.

Capturing the Shift: From Sweat to Street

The creative direction for this campaign leaned into softness—in both look and feel. We focused on the textures of the new fabric line, built for comfort and style that transitions seamlessly from gym to everyday life.

Think natural light, clean palettes, soft backgrounds, and intentional movement. I directed the models in ways that felt grounded, relaxed, and confident—capturing everything from quiet post-flow moments to casual struts across city streets. This wasn’t about performance for the camera; it was about presence.

The result? A campaign that feels effortlessly elevated, rooted in real life, and perfectly aligned with the athleisure market.

Why This Matters for Fitness Brands

For fitness and wellness brands expanding into lifestyle and athleisure, the visual language matters more than ever. It’s not just about showcasing what the product is—it’s about reflecting how it fits into the rhythms of real people’s lives.

You need a photographer who can speak both sides of that equation: the technical precision of fitness, and the emotive nuance of lifestyle. With FLEO, we created imagery that could live across multiple touchpoints—e-comm, email, social, and campaign rollouts—with cohesion and warmth.

For Brands Looking to Tell a Softer, Stronger Story

If you’re a brand launching a new collection—especially one that blends form, function, and comfort—I’d love to help you tell that story. Whether you’re rooted in performance or expanding into lifestyle, I bring a creative process that’s collaborative, intentional, and always focused on bringing out the unique essence of your brand.

FLEO’s campaign was a perfect example of how thoughtful visuals can elevate a product beyond the fabric—into a feeling.

Let’s create work that moves with your audience.