Gyms that look like installation art, lithe joggers running beside
Fjords - the team that brought you Wallpaper is now planning a sports
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
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