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

Forsman & Bodenfors experiment aims to demonstrate how quickly the body responds to running, even in the short term

Published On
Jan 15, 2025

Editor's Pick

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.

A collection of Craft's new ads

“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.”

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Credits

Date
Jan 15, 2025
Client :
Craft Sportswear
Agency :
Forsman & Bodenfors
Head of Brand :
Niklas Moberg
Product & Marketing Director :
Daniel Högling
Head of Marketing :
Nicolas Peyrau
Art Director :
Karl Risenfors
Art Director :
Adam Radi
Art Director :
Julia Holtback
Copywriter :
Anders Malm
Designer :
Jerry Wass
Account Director :
Ewa Edlund
Photographer :
Rasmus Brandin
Producer :
Lea Alexandersson

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Project Type