Last night saw the opening of the #makeitcount exhibition at Nike’s premiere space in Shoreditch, 1948.  The exhibition showcases high profile British athlete portraiture captured for the #makeitcount campaign.

Shot by reportage photographer Adam Hinton, the portraits portray the pure exhaustion experienced during their training and the pain these athletes go through to achieve their goals.  The show features Mo Farah, Mark Cavendish, Harry Main, Jack Wilshere, Loul Deng, Paula Radcliffe,  Perri Shakes-Drayton and Rio Ferdinand.  The opening night included a talk from Adam Hinton and Guy Featherstone, one of our Creative Directors on the project, in which they shared stories of the challenges involved in capturing these short-lived moments.

Beside each large-scale print are each athlete's handwritten personal pledges for how each athlete is going to make it count in 2012.  To accompany the show, guests were invited to make their own pledge and have their photo taken.

The exhibition will run for the next two weeks, so get down there if you can. 

1948, Arches 477 – 478, Bateman's Row, Shoreditch, London, EC2A.