Maxi Sport: video content made easy at Italy’s premier sports retailer

Omni-channel sportswear retailer uses StyleShoots Live to serve up better content at lower costs.

Maxi Sport is a multibrand retailer serving Italy with a huge selection of sports products – both on and offline. They’re Italy’s number one choice when it comes to buying anything from football shirts to ski boots.

Operating from their HQ in Merate, just a short train ride away from Milan, Maxi Sport have built their reputation by being a one-stop-shop for sports equipment. Customers can find items that they’d usually have to source from specialist retailers – or they can shop the latest apparel from the likes of adidas, Nike and Carhartt.

At just over 30,000 products available in-store or via their website, Maxi Sport need to photograph a lot of products. And because that number increases each and every season, they need to do it with speed, ease, and consistency.

When it comes to photographing these products, it’s not just taking a single picture of each and putting it online. It means taking detail shots, close up shots, back shots, on model shots – for every product. It also means photographing models wearing outfits for the latest catalog.


o in order to keep up with this increasing demand for content, Maxi Sport realized they needed to find a better, more efficient way to create it. And not only that, Maxi Sport wanted to future-proof their workflow and offer their customers a better online shopping experience – all at the same time.

With video content on social media becoming an increasingly important way to grab hold of attention and sell products, Maxi Sport wanted to stay ahead of the competition. They wanted to add videos to each of their products – all while lowering their costs.

So how did they manage it?


StyleShoots Live is an all-in-one photo and video studio for fashion. That means that everything you need to run a photo shoot is housed within the machine. And there’s a reason it gained fame for being the world’s first robotic studio.

A Canon 1DX mkII on a motorised belt is built in. The robotic camera setup moves, tilts and slides in accordance with the instructions set by the user and takes responsibility for shooting all of the clips and photos.

The Style Engine is the brain that powers the whole machine. It’s programmed it to be smart, and take away all of the technically problematic and time wasting steps involved in a model shoot. So whoever is using it – whether they be a stylist, photographer, or combination of any – can focus on using their creative intelligence.

Every element of the machine is the standard used in pro studios, with Hollywood-grade Rotolight lighting and Canon’s flagship 1DX mkII DSLR camera.


The lighting system

Inside StyleShoots Live is a custom-developed Rotolight high CRI LED setup with over 11.520 individual LEDs.

Controlled by simply swiping a finger, the LEDs turn on in a flash and flood the set in Hollywood-quality light.


The video engine

Live gives the user a shot-by-shot list of what it intends to film. These are based entirely on customizable presets.

After the user scans the products being filmed, it’s time for action – directing the model to get the perfect shot


The camera setup

A Canon 1DX mkII runs on a motorized belt, along with a depth sensor and motorized zoom and tilt.

With clever software tricks, the camera settings are auto-adjusting to the model height to get the perfect shot.