Fashion designer Norma Kamali hired 23 year old Landis in late 1980, to shoot the launch of her fashion clothing line made out of sweat shirt material. Steve recalls, "This collection was very innovative for its time. It was the first time a top fashion designer joined the worlds of sports and fashion together constructing everything out of sweat shirt material. The results were incredible.  We shot the black and white photos in New York's Central Park.
The campaign debuted in January 1981 with a series of ads in WWD, followed up by huge press coverage of her line."

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"I'd originally met Norma Kamali through Woman's Wear Daily while shooting an "WWD advance preview" of her sweats line of fashions for the newspaper. She liked the style of my work on the WWD shoot, and consequently offered me the job of shooting her image photos for the launch of her line."-Steve Landis.

Steve shot with a Nikon Fm camera body and a Nikkor 200mm F2 lens. He used tri-x film developed by Gar Lillard at Lab One.