Good Sport’s collaborative Issue 05 explores the curious question: what does sport smell like?

Since its inception in 2014, Good Sport has redefined what a sports magazine is; leaving the scorecard behind to showcase the interplay between people, community and culture. Each issue is devised collaboratively by a Melbourne-based team of photographers, editors, designers and writers – always beginning with a question, followed by a curious and playful intertwining of ideas. On the back of their fifth issue, we spoke to James Whiting – one of the creative leaders on the project – about what it takes to plan, produce and release an independent magazine. EM: For those that don’t know, what is Good Sport Magazine? JW: The summary of GS that I’d usually throw around over drinks is that for the most part, it’s an ‘Anti-Sports Sport Magazine.’ But in a bit more detail, it’s a sport-culture publication that stems from Good Sport’s studio practice, which revolves around a sport-centric creative consultancy. We really push the importance of aesthetic and narrative depth, and focus largely on the places in which the traditional recognition of sport collides with seemingly ‘other’ worlds: fashion, food, music, art, etc.. (hint: they are all the same world.)