Craft True Colors
We created a design that will only reveal itself to true runners, by making a water and dirt-repellent logo in the same white color as the rest of the shoe. Making Craft stand out in the world of running, as a brand for runners who aren't afraid to get their feet dirty.
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Samuel Litström | AD
Michael Österreich | Copywriter
THE MORE THEY ARE USED - THE MORE CRAFT THEY BECOME.
Craft/Brief
Craft is a Swedish sports brand, often associated with base layers and high quality sportswear. This time they wanted to "make them famous in the world of running" when advertising their running shoe line.
Problem
With activewear as a popular fashion genre - it's hard to differentiate between running shoes created for performance and sneakers created for looks.
Insight
Just like all true runners, Craft are well aware of the real difference between running shoes and sneakers. They are used - for running. And therefore they get dirty. That crisp clean look is only for posers.
