Project Info

Brand 

Chique Sport is the world’s leading brand in figure skating sportswear, offering high-performance apparel specifically engineered for elite athletes in the sport. Founded by British national champion Jenna McCorkell, the brand brings a unique fusion of professional insight, technical innovation, and stylish design to the figure skating community. With a deep understanding of the sport’s demands, Chique Sport has become the go-to choice for top skaters around the globe who require both functionality and flair on the ice.

Azure Collection 

This campaign set out to visually express Chique Sports new colourways’ cool, clear tone, and elevated character. The collection offers a new take on blue – making it feel modern, crisp, and quietly powerful. It’s more than a colour; it sets the mood for the entire story.

At the heart of the creative concept was the use of mirrors, arranged to evoke the look of ice – reflective, sharp, and atmospheric. This subtle reference to figure skating added texture and depth, while allowing light, movement, and the natural landscape to interact with the clothing in unexpected ways. Low-angle shots and open, spacious framing highlighted the collection’s clean lines and sculptural forms, letting each piece stand out with confidence.

This may have been a summer collection, but it’s here to stay.

The Inner Circle 

Chique Sport’s new loyalty programme, The Inner Circle, was created to build a strong sense of community and exclusivity among figure skating fans. It’s designed to make customers feel like they belong to a group of people who share the same passion for the sport and excellence on and off the ice.

The tagline, “Earn Your Rings,” ties into Chique Sport’s signature imagery and represents progress and achievement in figure skating. Members get access to perks like bigger discounts, exclusive sales, and early access to new products.

While it’s an exclusive group, the tone is warm and welcoming – anyone who shares Chique Sport’s dedication to figure skating is invited to join and feel part of the community. The messaging encourages members to keep improving and celebrate their love for the sport together. The Inner Circle is about more than rewards – it’s about connection, growth, and being part of something bigger.