The goal was to create series from the race, showing the diversity of runners and give an authentic view on running and what running culture also is. I think this series is so strong, because it's unbranded. Many brands gets afraid that their brand is not visible enough when creating content and branding, but one of the strongest things you can do as a brand is to create some authentic. So thank you to adidas for trusting me, and us, in creating a zine for running culture that feels authentic and shows every type of runner.
The campaign was shot in Copenhagen in May 2023.
Production and creative: Julie Hyld