Wallpaper plans sports lifestyle title

Gyms that look like installation art, lithe joggers running beside

Fjords - the team that brought you Wallpaper is now planning a sports

title.

Potential advertisers and readers should dispel images of Sports

Illustrated, insisted Wallpaper’s editorial director Tyler Brule as he

explained the venture: ’No celebrities, no reporting on sports events.

No, it’s nothing like that. This is sport through the prism of

Wallpaper.’

Brule said he was playing tennis with art director Herbert Winkler and

photo editor Ariel Childs when the idea came to them. ’Our advertisers

love the Wallpaper environment, but some have said they’d like something

a bit more performance-oriented for some of their brands. We thought

about a running page in Wallpaper but it doesn’t belong there. Sport

needs its own title.’

Codenamed Project Tart, the new magazine will be sold by Alasdhair

Willis, who has been promoted from ad manager on Wallpaper to ad

director of the two titles.

Willis has hired a sales executive, Fiona Morgan, from a New

Zealand-based publishing house.

The magazine will be launched in the spring, when it will be bound onto

the April issue of Wallpaper. Advertisers will include travel companies

as well as the sports brands of fashion houses.

This article was first published on Campaign