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 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.

‘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.