The Sports Edit x Kings Cross

  • Amie Trewin Hutt

To celebrate the launch of The Sports Edit's flagship in Kings Cross' stunning Coal Drops Yard development, I wanted to bring the iconic landscapes of the area to life with an injection of active energy. We enlisted world-renowned yogi, blogger and The Sports Edit ambassador Cat Meffan to dance, flex and sprint her way through the area's best known landmarks, to tease the opening of the much-awaited Coal Drops Yard store. The variety of locations paired with Cat's love of different forms of fitness training gave us the perfect platform to showcase our wealth of styles and personas across yoga, dance, running and luxury leisurewear. For each location I stipulated, I wanted to create different, powerful styles in terms of attitude, movement, clothing and hair/make up, which would speak to different consumers at each stage. This photoshoot was featured in digital and print by Kings Cross Estate, Coal Drops Yard, by the brands featured and across a variety of independent blogs. It also provided valuable seasonal assets for our e-commerce banners, buttons, blog posts and press releases.