Run, like we're meant to

Reminding people that we – as a species – were always made to run.

Craft Sportswear is a well-known brand in Sweden, but not necessarily in the running category. Over the last few years, they've aimed to position themselves more towards runners, and this campaign was built to strengthen that position. Using a well-known athlete to front an aspirational running film is the category norm. We decided to do things a bit differently this time – featuring renowned ultra marathon runner Tim Tollefson. As a caveman.