CrossFit has generated a sense of belonging that even cult brands would aspire to emulate. By working out together – doing deadlifts, snatches, bar muscle-ups, and more – people report feeling that they’ve found a place that they belong. In this global campaign two athletes show us how moving from one training discipline to another has enables them to became stronger, more capable, and provided a renewed sense of purpose.
Women and girls may have been banned from playing for 50 years, but football is now their game of choice – for fitness, for exercise, for self-expression, for getting together. We we captured the voices and experiences of amateur players across the UK in a podcast and insight report; revealing a supportive environment that prioritised having a great time together over competition.
A broken toe and extreme weather conditions are just some of the physical elements Tony endures along the way, but it’s his mental and emotional strength that proves the biggest test. The film follows Tony Riddle’s journey to climb Ben Nevis, Scafell Pike and Snowdon barefoot; running on the roads in Vivobarefoot technology.
That’s a combined 23-mile ascent and descent on natural surfaces, as well as an astonishing 462 miles of road.
‘It’s a Training Thing’ takes Umbro into another sphere – from the pitch and into movement for mental wellbeing. Following ordinary people who train to improve their mental state, the campaign follows a runner and a bodybuilder, who both use training as a form of self-development.
From a cyclist who used his sport to help him grieve to a somatic therapist and coach dedicated to helping people unlock unhelpful emotions, Movement and the Search for Meaning is a series of emotive films that explore why we move, and the profound impact of movement on our psychological health.
Collectively, the three films that make up the series explore why we move – the intrinsic motivations that drive some, the experiences of grief that drives others, and the sense of connection to our bodies and emotions that movement can create in everyone.
It becomes simpler to eat for our health and vitality when we realise that food sources grown in conditions that support the soil provide the most nutrient-dense positive nourishment. This film reveals the mutual respect and trust between Arla dairy farmer Sophie Gregory and the herd – and illustrates the importance of stories that show us where our food comes from.
weMove is grounded in the belief that movement is the catalyst to realising a better self. The publication and podcast explore the way and why we move, sharing ideas across the fields of movement, nutrition & wellbeing.
This is a love letter to Sunday League Football. Published by Hoxton Mini Press, the book captures the beloved game at amateur level as played each week on Hackney Marshes. Common Ground co-founder Chris Baker spent two-and-a-half years documenting British Sunday League Football at its best, every week of the season come rain or shine. The photographs and quotes reveal a subculture where players bond over hangovers, lighting cigarettes at half-time and getting lost in the emotion of the game.