Arena International FW25 - Danish Athletes (by Andy Tankmar)
As part of my ongoing work within sports consulting, I collaborated with Arena International on their FW25 campaign, which was produced in Denmark. The photoshoot took place at Kildeskovshallen in Gentofte, an iconic swimming venue originally designed by the architects Karen Clemmensen and Ebbe Clemmensen in collaboration with landscape architect Agnete Muusfeldt.
My role in the project was to identify and recommend Danish athletes for the campaign. The objective was to find swimmers who not only matched the visual identity of Arena, but who also represented strong athletic performance and credibility within the sport.
I curated and proposed a selection of athletes, resulting in four Danish swimmers being featured in the final campaign: Rio Halawi, Amalie Mikkelsen, Frida Caroline Knudsen, and Victoria.
The selection process was highly considered. It was important to me that the athletes embodied both performance and presence, individuals who are in peak condition, both in and out of the water. This balance between aesthetics and athletic excellence was key to ensuring authenticity in the campaign.
This project reflects my approach to talent consulting: combining a deep understanding of sport with a strong sense of brand alignment and visual storytelling.
