Change the perception of Nike amongst hardcore runners from that of a fashion accessory to that of a serious running brand.

Hardcore runners instantly connected with the line because it talked to them on their level. Feedback in-store and blogs on runner’s websites revealed that they really liked Nike’s change of direction away from glamorous athletes and to a more genuine, insightful message.

We realised that hardcore runners don’t give a shit what they look like when they run. In fact to them buckets of sweat and chafed nipples are badges of honour. This brochure celebrates the reality of running: The sweat, the smells, the hideously pained expressions. It also feeds hardcore runners insatiable appetite for geeky technical information.