In S/S25, Saucony re-launched the Trainer 80; a retro inspired lifestyle silhouette re-born from the Saucony archives. Our strategy was to build a Trainer 80 launch that bridges the gap between running and lifestyle via communities who are making moves in culture. Whether that is running, music or fashion.
Bringing together two collectives; Balamii & Your Friendly Runners, the campaign took inspiration from 70’s & 80’s heritage. It was shot and designed in a way that paid tribute to the Trainer 80 origin story, whilst reimagining it for a modern lifestyle audience.
Role: Creative Director / Creative Lead
Agency: Havas Play
Production Company: CANADA
Client: Saucony
Director & Photographer: Joe Howat
Producer: Callum Harrison
DoP: Ethan Lodge
Music & Sound design: FATHER
Grade: Black Kite Studios
Agency: Havas Play
Production Company: CANADA
Client: Saucony
Director & Photographer: Joe Howat
Producer: Callum Harrison
DoP: Ethan Lodge
Music & Sound design: FATHER
Grade: Black Kite Studios
And we worked with London's most influential fashion community Uniform Display to create a seeding campaign and event that got the whole city talking and Trainer 80 recognised all over London.
