Craft Sportswear published 10 print ads over 10 weeks tracking a single new runner’s progress

Here’s a cool use of data from Craft Sportswear and Forsman & Bodenfors: 10 print ads that ran over 10 weeks tracking the progress of a woman who picked up running—showing her constantly improving pace, heartrate, stress level and more from week to week. The data was gathered from a Garmin watch that the runner, Emelie Svensson, wore 24/7 for the 10 weeks. The goal was to show how quickly the benefits of running kick in. Svensson ran about 5 kilometers just once a week, but the data showed immediately improving numbers across various metrics. Creatively, the close-up photos draw the reader in, with the data printed in small type across her face. “It’s not every day you launch a print campaign over 10 weeks, and we were immediately charmed by the idea, which is a unique way to use the print medium,” said Niklas Moberg, head of brand at Craft Sportswear. “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.” The campaign was timed to New Year’s to inspire those making fitness resolutions. “Watching my transformation unfold week after week has been nothing short of empowering,” said Svensson. “The changes were clear, and they happened faster than I ever expected. This experience has shown me how running can truly shift both your body and mindset, even in just 10 weeks.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Craft Sportswear published 10 print ads over 10 weeks tracking a single new runner’s progress

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