Timberland - This is Our Outdoors* Under Armour - Armour Up* Berghaus - Freeflow* GO Sport International - Go Further* lululemon - Travel* Berghaus - Have A Field Day * Under Armour - Shadow Elite 2* O'Neill - Chill Seekers * GO Sport x adidas - Go Further* Berghaus - Nature Is Our Neighbourhood * adidas - Play Until They Can't Look Away* Coors Banquet - 150th Anniversary* Berghaus - Technical Lifestyle Spring 23* Haglöfs - L.I.M. Z|T* Under Armour - Own The Grind* O'Neill - First Name In The Water* Haglöfs - H DOWN* Timberland - Adventure Ready* Timberland - Chase The Light* GO Sport - Go Further: Running* Timberland - All For Nature, Nature For All* The North Face - Advanced Mountain Kit* ASICS - Technology Films* Under Armour - HOVR™ MEGA 2 CLONE* The North Face - VECTIV™* Under Armour - Iso-Chill* Baked Stories - Luca Beradino* Under Armour - Back Yourself* Haglöfs - L.I.M.* The North Face - Retro Himalayan Parka* Under Armour - Homegrown Champion* USC - SNKR Edit* ASICS - GT-Xpress* Haglöfs - Mimic Graphene* Haglöfs - Duality - Part 2* 5 Rings Coffee - In A Spin* New Balance - Fresh Foam* Haglöfs - Duality - Part 1* Under Armour - Anything But Chill* Five - Rio Ferdinand* Twelfthman - Kye Forte* Dolce and Gabbana - Sorrento*
GO Sport x adidas - Go Further
Sep 26, 2023
Strategy, Creative, Production, Live Action
Alongside adidas and GO Sport, we’re shaping a fresh fitness culture in the heart of the Middle East.

Project Summary

Our initial work with GO Sport sparked the “Go Further” ethos, a narrative that inspired people to strive for self-improvement and conquer their limits. Now we’re back in partnership with adidas, creating work deeply rooted in the thriving running and training scene of the Middle East. 

This campaign marks a unique milestone for GO Sport - the first of its kind co-branded collaboration. 

Creative Concept

The creative vision for this campaign revolves around maintaining the distinctive “Go Further” tone of voice, elevating adidas' training and running categories within GO Sport. The goal was to create an atmosphere that maintains the gritty, hard-working message associated with “Go Further” while seamlessly integrating the contemporary culture and joy of running and training together. 

By embracing adidas' playful and innovative DNA, this collaboration encapsulates the evolving fitness culture authentically. It tells the GO Sport consumer that, while hard work is key, it’s got to be paired with enjoyment and community.

Our Approach

We created a captivating visual tapestry that celebrates the vibrant community of running and training. By capturing content through a unique blend of mediums including iPhone, MiniDV and 16mm film, we brought out different visual layers that supported fast cut scenes and differentiated a variety of environments and emotions.  

Directed by Callum and Jordan Earnshaw and filmed in Dubai, the content really dialled in on the mood and essence of the burgeoning fitness culture. 

Rather than adhering to a conventional narrative, the aim was to convey a visceral feeling that immerses the audience deep into reality of the social side of running and training —all while remaining true to the “Go Further” mantra and tonality that resonated so powerfully in our initial work.

More Projects

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Under Armour - Shadow Elite 2

Haglöfs - Duality - Part 2

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