The #1 thing that makes me yawn when I come accross a new activewear brand

… is a feed full of people who all look the same.

Activewear campaigns are meant to inspire people to move, to push themselves, and to celebrate their bodies in motion. Yet, if we look at most of today’s activewear ads, we’re often met with a narrow, one-size-fits-all portrayal of fitness: slim, athletic bodies, often with chiseled muscles, and perfectly executed poses. While these images represent a certain segment of the fitness world, they leave out a large portion of the population—people who use activewear every day but don’t see themselves in these campaigns.

As a photographer working in the activewear space, I believe it's time to shift the focus. Strength, health, and fitness come in all shapes, sizes, and forms, and the campaigns we create should reflect that diversity. Here’s why embracing all body types in activewear marketing is not only the right thing to do but also a powerful way to connect with consumers on a deeper, more meaningful level.

The current state of activewear imagery

The fitness industry—and by extension, activewear marketing—has long been driven by an idealized version of strength. We’re used to seeing lean, toned bodies in a state of peak physical fitness, as though that’s the only representation of “strength” that exists. While there’s nothing wrong with showcasing these bodies, the problem is that they’ve become the default, leaving many people feeling excluded from the conversation.

Let’s welcome the lean body AS WELL AS literally all of the other types of bodies.

Embracing diversity in body types

Fitness looks different on everyone, and campaigns should reflect that. An activewear brand that showcases people of all shapes, sizes, and abilities signals that strength is not limited to a single body type. Whether someone is just starting their fitness journey or has been a dedicated athlete for years, they deserve to feel represented and celebrated.

By embracing diversity in activewear campaigns, we not only promote inclusivity, but we also show that fitness is a journey that belongs to everyone, regardless of size or ability. This also helps redefine what it means to be fit and active. It’s not just about aesthetics—fitness is about feeling good, staying healthy, and moving your body in ways that work for you.

The power of representation

Representation matters. When people see someone who looks like them in a campaign, they feel seen and valued. It changes the way they perceive both the brand and themselves. It creates a sense of belonging and empowers people to feel confident and capable in their own bodies.

As someone who use to teach yoga in London of all places, I know firsthand the impact of only showing one body type. Yoga - and many other movement practices - have become exclusive practices. And in my opinion, yogawear and activewear brands share their part of responsibility in that matter.

When we create campaigns that reflect real people, we create a more inclusive fitness community. We signal that the brand isn’t just selling clothes—it’s selling a lifestyle and a message of self-acceptance, empowerment, and inclusivity.

Shifting the focus to real, everyday strength

Photographers but most importantly brand decision makers have the power to redefine what strength looks like in activewear campaigns. Instead of focusing solely on aesthetics, we can shift the focus to the joy, power, and diversity of movement. This can be achieved by showcasing people of all body types in candid, action-oriented shots—whether they’re running, stretching, dancing, or simply going about their day in comfortable, stylish activewear.

Strength isn’t about how you look—it's about what you can do, and it’s different for everyone.

Photographers, marketers, and brands all have the opportunity—and the responsibility—to change the narrative. We can create imagery that makes people feel empowered, confident, and seen. By embracing body diversity in activewear campaigns, we not only promote inclusivity but also redefine what it means to be strong and active. And that’s a message worth sharing.