Case Study: Sports Illustrated achieves innovative visual storytelling with PhotoShelter for Brands

3 Keys to Innovation from The Players’ Tribune

Sports Illustrated needed to keep its visual storytelling fresh and distinctive as digital platforms changed how fans consume sports content. In this case study from PhotoShelter for Brands, the brand’s creative team looked for ways to build more authentic, intimate imagery and embrace new channels, including Instagram, while working under pressure to stand out in a crowded media landscape.

PhotoShelter for Brands helped showcase a solution centered on innovative visual strategy and creative risk-taking, drawing on lessons from Sports Illustrated photographer Nate Gordon and his work at The Players’ Tribune. The approach emphasized treating athletes as partners, taking bold creative risks, and building a culture that encourages experimentation. The result was more honest, personal storytelling that traveled farther and helped Sports Illustrated become one of the first brands on Instagram.

Sports Illustrated

Maureen Cavanagh

Creative Director