Leveraging the lead-up to world’s largest half-marathon – Gothenburg’s ‘Göteborgsvarvet’ which was held on 13 May in 2023 – apparel brand Craft Sportswear rolled out a simple print ad amplified across social media which reminded readers and runners that there is only one thing that marathoners need to do: ‘Put one foot in front of the other. Left foot. Right foot.’
Inspired by the fact that during the leading up to any major race, experts, media outlets and brands offer an innumerable number of tips, strategies, plans and guides on how to manage the race, Craft kept is short and simple with a black and white ad in one of Sweden’s most read newspapers.
Created with agency Forsman & Bodenfors, the 11 May print ad was then amplified across the brand’s social channels.
The idea for the half-marathon campaign was based on Craft’s late 2022 tongue-in-cheek coffee table print book called ‘The Ultimate Guide To Running’: which was also created in tandem with Forsman & Bodenfors. The book consisted of 240 pages all containing only the single phrase ‘Left Foot, Right Foot’.
‘The Ultimate Guide To Running’ book, which was promoted through a video-led campaign which rolled out in November 2022, was created by a team at agency Forsman & Bodenfors which included Designer Martin Joelsson, Director Karl Risenfors, Art Director Julia Holtback Yeter, Strategist Daniel Sjöstrand and Account Director Ewa Edlund.
Comment
As this was awarded a craft category Golden Egg at Sweden’s biggest creative awards show one might think that great sports marketing is simple and easy.
Well, you know, except when it isn’t.
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