Making Gen Z care about the oldest sport in the world.
World Athletics and USA Track & Field
How do you reach a new generation of runners? We pivot from stats to storytelling.
We created a series of videos showcasing a behind-the-scenes look at the personal lives and interests of seven athletes leading up to the World Championships in Oregon. To share their stories, we linked these video playlists on a unique QR code that athletes like Athing Mu and Aleia Hobbs wore during competition.
Together with World Athletics and USATF, we’re Going the Distance.