How could a small town in rural Arizona become the centre of ultra- and long-distance running? Sportswear brand Craft is determined to find out and launches a unique visual campaign that journeys to the heart of running, and to life itself.
“The idea behind the campaign was to explore our ambassador Tommy Riv’s hometown, Flagstaff, the iconic Arizona city that has become the unofficial capital of long-distance running” says Daniel Högling, Craft Product & Marketing Director. “Then Tommy got sick with an aggressive form of lung cancer. So initially, we decided not to air this. But when talking to the people around Tommy, they encouraged us to use it. They said, ‘That’s what Tommy would have wanted’.”
Set to be launched at craftsportswear.com on September 17, the campaign combines both moving and still images – the stills taken by world-renowned photographer Emily Maye. The launch will also be the first showing of Craft’s fall and winter running collection.
Craft is a Swedish brand specialising in clothing and gear for endurance sports where performance and comfort are crucial for optimal result. Working closely with elite athletes and constantly developing new materials and technical solutions, Craft offers innovative training and competition apparel and footwear for world champions and everyday heroes.