Waking up at 4 AM every day? Running 30k in the rain? Climbing endless hills? Runners with this mindset don't see these as obstacles.
In Brazil, they're often labeled as 'monsters' due to their extraordinary commitment. Recognizing the daily sacrifices these runners make to unlock their potential, we crafted a campaign that expresses these emotions. Our words were meticulously designed to convey the feelings experienced during rigorous training. When the theme is ascent, the words rise. In longer training sessions, the copy stretches out.
And in shorter, more intense bursts, it explodes, mirroring the high heart rate of an intense workout.
