Footwear Photography Trends for 2022

We can’t get enough of activewear. It only seemed like yesterday that it was confined to the New York mums grabbing almond lattes to now becoming one of this decades biggest, full blown fashion trends.

We shoot a lot of activewear at XO and have noticed the latest trends emerge this year and have compiled our best 11 must know Activewear Ecommerce Trends for you.

Hopefully, this sparks some outfit inspo or new ways to approach your visual imagery 

If you see anything you’d like to explore, please reach out and take advantage of a free half  consult with one of our producers to talk all things your ecommerce.

Colour Trends

Colour trends have been some of the fastest-changing styling in footwear, and as quick as the bold, bright colours came in, we are now seeing them head out.
So what’s next for the colour palette? There has been an increase in more neutral coloured colouramas and almost skin tones used. As more brands want to express their views on sustainability, we have seen a shift in product photography. This more natural lighting and organic style have warmer tints and textures.

Nature Inspired

As we have seen the trend in backdrops that complement natural skin tone, more styling with nature-inspired props and lighting is also growing in popularity.

Brands use botanicals and natural textures in their creative brief to help tell their story and reflect their values through the photographic style.

We have also seen an increase in creative shadowing that gives the effect of natural lighting – sunlight shining through the leaves of a tree, for example.

This form of styling, natural lighting, and tones cultivate a brand awareness connected to transparency, authenticity, and honesty.

Shape and Texture

We see a big trend with brands experimenting with hard light and textured props in the set design. This brings a new dimension to the image with sharp, crisp shadows.

Combined with geometric shapes and different textures like concrete or stone. This results in beautiful photos when executed well.


Many brands experience consistency issues with their product photography and e-commerce in general. This can occur when using multiple contractors or when shoot settings haven’t been recorded.

We believe that consistency and a congruent aesthetic are essential factors when growing a brand. Consistency issues are overcome with good project management, accurate recording of shoot settings, and/or a good production house. In the end, this saves money and allows content to be more streamlined and efficient, with far less spent on fixing mistakes.

High Key

High Key photography is an old favourite and always works when executed correctly. Nothing is as effective for that fresh, clean look that professional high-key photography brings. Some of our clients have faced issues with their high key photography in the past, with blown-out detail in the footwear or a flat overall look. Good high key photography requires professional technical skills to nail those stunning results with images that really ‘pop’ yet retain all their detail and texture.


We have seen a rising trend in more creative briefs with an editorial feel to E-commerce and product photography. Whether with posing, styling, or set design, all offer a more extensive range of perspectives.

Video and Photography

We all know the statistics; videos receive twice the engagement and attention on social media. It is no surprise that we see an increase in brands combining both video and photography into their e-commerce.

It allows customers more viewing options and showcases how different products can work together and look whilst moving. We don’t doubt that this will be a significant trend for businesses in 2022.


The ‘mini campaign’ is one of the best ways to maximise studio time and creativity. We have seen a large increase in clients combining a campaign styled shoot with their product photography. It’s also a great way to capture content for socials. If you have a larger studio, it’s easy to run multiple sets.

360 Degree Photography

One of the best ways to highlight shoes is through 360 photography. It enables customers to interact with all aspects of footwear. We’ve had years of experience with 360 photography and can achieve any desired framerate.

Stop Motion

There is only one thing that gets more attention from a customer than video, and that’s stop motion. It’s certainly a style trend we feel we will see more of.

Download Trend PDFs

If you found this useful, we’ve compiled all the above info into a convenient PDF that you can download for you reference. Simply click the link to download the PDF (3.0mb)

Free 30 minute consultation

If you’d like some info on how we can help you supercharge your imagery, just fill out your details in the form to book in a free consultation.

Or just call us on 03 9386 4590 for a chat.

Step 1 of 4