VisualGPS Creative Trends Culture Rural Sports

Recreational and team sports play a vital role in fostering close‑knit communities—especially in small‑town rural America. Research from the Land O' Lakes Repicturing Rural Playbook, a creative collaboration with Getty Images, finds that close‑knit communities are a defining factor for Americans who live in rural areas, yet those moments—including recreational and team sports, are largely absent from these visuals. At the same time, Getty Images' VisualGPS research revealed that in 2024, customer searches for “Rural America” on Getty Images increased by more than 20% year‑over‑year. With demand rising and authentic content scarce, the timing was perfect to capture genuine visual narratives of this essential aspect of small‑town life. 

Creator Courtney Hale, who lives with her family in a small town in the rural South, understands firsthand the importance of community. She’s passionate about photographing kids playing team sports—often enlisting her own family to help—which deepens her connection to the communities she documents. Before traveling to Atlanta for a Getty Images Create Regional Event (an in‑person gathering for our Exclusive creators), Courtney tapped her close‑knit network of moms and former models‑turned‑friends to find kids in rural areas outside Atlanta who play team sports and would be excited to participate in a shoot. Her network came through for her: She connected with a mom whose daughter plays softball and a woman who runs a nonprofit youth flag football league founded by her late husband. Courtney quickly ordered uniforms, ironed on numbers, and prepared for a full day of shoots before driving to Georgia. 

The day kicked off with a girls’ softball shoot in the morning, followed by a coed flag football session in the afternoon. For softball, the mom handpicked players from her daughter’s high school team—ensuring authentic camaraderie and teamwork. Courtney partnered with Crystal Sujata from our Custom Content team, who provided on‑set direction while Courtney captured dynamic moments: Inside the dugout, during gameplay, team huddles, trophy celebrations, walking off the field, and even in the locker room. The genuine bonds between teammates shine through in every frame, perfectly capturing the spirit of small‑town sports.

That afternoon, Courtney and Crystal teamed up with fellow creator Jeremy Poland for the flag football shoot. With flag football among the fastest‑growing sports in the U.S. (especially at youth and high school levels), it was an ideal choice. This league’s ethos, “Greatness in sports should be defined by a student‑athlete’s service to his community as much as by his stats,” perfectly reflects the connection between sports and community in rural America. 

Although the league serves ages 4–17, the shoot focused on high school athletes. Guided by Crystal’s on‑set direction, Courtney and Jeremy captured dynamic drills alongside candid moments of mentorship, discipline, and camaraderie—both on and off the field.

Particularly powerful were interactions between players and volunteer coaches, many of whom are parents of other players. According to our VisualGPS research, education in rural America is primarily visualized by the commute on long country roads; we rarely see students at school. Educators such as teachers and other staff are widely absent from visuals, which is why it’s particularly great to see mentors and coaches in this shoot. 

Courtney and Jeremy’s work delivers authentic, relatable visual narratives that resonate with anyone familiar with rural America and team sports. By photographing real athletes and coaches in their own communities, they captured the genuine bonds that make these moments so meaningful. This content not only fills a critical gap but also reimagines how we picture rural life—showcasing the power of sports to strengthen community ties.