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.
“We have found the perfect partner for our training campaigns – they intuitively understand our brand ethos: real sport – less hype, no filters.”
Helene Hope, Head of global brand marketing at Umbro
Working closely with Umbro’s creative team, we produced two 60 second spots, trailers, campaign and editorial photography. The campaign featured in-store at global retail partners and across Umbro’s social channels; gaining over 1.6 million views on Instagram.
Head of global brand marketing at Umbro, Helene Hope says, “With Common Ground, we have found the perfect partner for our training campaigns – they intuitively understand our brand ethos: real sport – less hype, no filters. We want to bring our collections and campaigns to life with real people and authentic voices. Working with two talented CrossFit athletes such as Harrison and Elise not only offers an interesting perspective on the benefits of training, but also allows us to perfectly showcase the multi-functional qualities of our Pro Training collection.”