SPORT magazine seized an unappreciated subject like sports and took it mainstream. The formula was simple: combine terrific editorial features written by the greatest writers of the time with generous presentations of photography, particularly Rockwell-like, full-page colour imagery. It was born as a novel idea and grew into a cultural icon in the league of Life and Look and the Saturday Evening Post.

SPORT's groundbreaking use of colour photography, particularly during its first 30 years, captivated a generation of sports fans, many of whom wallpapered their bedrooms with the magazine’s exquisite full-page photos. SPORT used only acclaimed photographers, combining work from its own staffers with that of such acclaimed 20th century freelancers as Ozzie Sweet, Lawrence Schiller, Hy Peskin and Neil Leifer.