Infinity is a media campaign for Champion Europe Spring Summer 2012 and explores the limits of fashion photography interpreting the composition and context through pictorial space. The vast majority of fashion images we are accustomed function through a visual metonymy: basketball apparel – basketball court, basketball apparel – locker room, etc. Images, perceptions and desires are linked through contiguity. But what happens when we break the sensory motor scheme and images (and sense) are linked together in new and unforeseen ways? This is the scope of the infinity campaign: putting sports apparel images into unexpected locations and contexts, creating the potential for new meaning and perceiving sports and sport apparel.