Watch a Young Runner Makes Strides in Craft Photo Series

The sportswear brand ran 10 print ads over 10 weeks

With every new year comes a new set of resolutions, many pertaining to fitness. Running’s a great form of exercise, but taking that first step is always the hardest. 

Craft Sportswear and Forsman & Bodenfors addressed this dilemma by photographing a student post-run over 10 weeks. These pictures show how her body changed from adopting the new routine. Each week, a print ad was published in one of Sweden’s largest newspapers, along with runner Emelie Svensson’s stats, such as times, pace, heart rate and stress levels.

Emelie’s data was tracked with a Garmin Fenix 6 watch worn 24/7. Over the 10 weeks, every data point improved. She ran faster, her resting heart rate improved and her stress diminished.

“It’s not every day you launch a print campaign over 10 weeks, a unique way to use the print medium,” says Niklas Moberg, head of brand at Craft. “It was also exciting not to know exactly what the results would be. But fortunately, our hypothesis about the immediate effect of running was correct, and each ad proves this in raw numbers.”

Who says print is dead?

CREDITS:

Client: Craft Sportswear
Niklas Moberg, Head of Brand
Daniel Högling, Product & Marketing Director Nicolas Peyrau, Head of Marketing

Creative Agency: Forsman & Bodenfors
Art Director: Karl Risenfors, Adam Radi, Julia Holtback 

Copywriter: Anders Malm
Designer: Jerry Wass
Account Director: Ewa Edlund
Photographer: Rasmus Brandin
Producer: Lea Alexandersson