BEHIND THE LENS: REISS NELSON FOR END. & BIRKENSTOCK ‘UTILITY PACK’

The creative journey of South London-born professional footballer Reiss Nelson is one that needs little introduction. Renowned for captivating fans on the pitch with his flair and agility, Reiss has quickly gained international recognition off the pitch for his signature visual language reflected through his Riverslide brand and his film photography platform 35mmnelz. Embodying a new generation of athletes that flex their creative muscles outside of their sporting pursuits, Reiss’ passion for photography and fashion has culminated in a unique point of view that has seen his influence expand through fashion and the arts.

As a well-known fan of Birkenstock, Reiss was a natural choice to bring the brand’s Nova ‘Utility Pack’ campaign to life, showcasing the functional excellence and timeless design of the Boston Nova and London Nova styles. Shot from Reiss’ perspective, the campaign leans into ideas of duality, focussing on themes of black craftsmanship, with the athlete’s own photographs forming the backbone of the shoot, juxtaposed with behind-the-scenes portraits of Reiss in action, blurring the distinction between creator and subject.

Catching up with Reiss following the shoot, END. uncovered the inspirations behind the shoot, Reiss’ creative mindset and his journey into photography.

Celebrated the world over as a professional footballer, you are also renowned for having passions that extend beyond the world of sport, namely photography and fashion. How did you first get into photography?Celebrated the world over as a professional footballer, you are also renowned for having passions that extend beyond the world of sport, namely photography and fashion. How did you first get into photography?

I always knew about the value of photography since I was young because I used to love going to my grandparents’ house and flicking through their old photo books. I’d be in there for hours. I picked up a film camera one off-season and just got hooked. It gave me a different way to see the world, a way to appreciate every moment. Football has always been hectic and I’m always on the move, so photography became a way for me to slow things down a bit.

Your Instagram account 35mmnelz has been a place for you to showcase your 35mm work, as its name suggests. What is it about the film medium that particularly inspires you over digital photography?

Growing up, that’s what everyone had around me. As I got older and started to understand the process, even learning the hard way, the gamble you take with film and learning to love the imperfections and colours. That got me gassed! I just think there’s something about not seeing the photo straight away on a screen like you can with digital that that keeps you present in the moment.

You’re also well-versed in the world of fashion, too. What was it that first kickstarted this interest? Had you always been passionate about clothing?

Yeah, I’ve always cared about what I wear. Even as a kid, I’d be picky about what I’m wearing. Most of the time, we had no money growing up & sharing clothes with older siblings was just the norm. You learn to just slap something on but make it work. Over time it turned from just liking clothes to actually wanting to understand them: the design, the fit, the story behind it all.

Have you always had a creative streak in you? Were you interested in creative pursuits when you were growing up?

For sure. I just didn’t always realise it was “creative.” I was always cutting my track suit bottoms into shorts and finding new life in my clothes because I knew I wasn’t getting new ones. I used always play around with hems on things and mess them up, experiment with how things get worn over time. Looking back, I was doing a lot of that - definitely expressing myself. I just didn’t have the words for it then.

What do you think you would be doing now if you hadn’t gone into football?

Honestly, God knows. Hopefully something positive in the youth clubs, giving kids a safe place, showing them there is more to life than the streets.

You’ve been working as the creative director and photographer on this project with Birkenstock for END. – what were you wanting to achieve through your creative outlook on the project?

Birkenstock and END. really let me tell a special story through this shoot, and I’m so grateful to be brought in to tell a story with their support. It’s a very simple one: I wanted to spotlight black craftsmanship and give some idea on the working behind such an iconic shoe as a Birkenstock. What’s really exciting is the more utility-focused closure, so I felt like that really aligned with more workwear styling, and from there it just felt right to build out the identity of a small workshop space and seeing it through the eyes of someone younger.

Centring around the theme of black craftsmanship, the editorial focusses on a table maker as he is producing a distinctive piece of furniture. Why was it important to you to focus on this topic?

Because it’s a story that doesn’t get told enough. It felt close to home as my grandad used to be a craftsman. There’s so much talent and tradition in black craftsmanship, but it’s often overlooked. I wanted to highlight someone doing real, honest work — someone who takes pride in what they make. It’s about showing that black creativity is deep, skilled, and rooted.

How has the creative process been working on this project?

Amazing, I can’t thank the team of people around me for their trust in bringing it to life. From the producers to the photography and lighting assistants, to the set designers, and of course, the whole END. and Birkenstock family. So much time, effort and care has gone into this from myself and others, and I feel like it really shows in the work.

Following this creative endeavour, are you planning to work on any more campaigns in the near future?

100%. I love bringing projects to life, when they make sense and align with me as a person. Telling the stories of what I’ve lived and seen is so special to me, whether with my own brand Riverslide or in collaboration with others. I’m always open to working with others! So yeah, holla at your boy!