ABOUT

The No Days Off Campaign campaign ran first in 2015, and while it did well, it was my thought that it relied a little too much on machismo. For 2016 I wanted to take the idea of No Days Off and re-shape the language to promote the idea of being consistent and committed to the athletic lifestyle, broadening the concept out to a wider pool of consumers.

I was responsible for all the copy of the No Days Off page, which had the dual role of selling the concept and getting people excited about the clothes.

There were also naming exercises involved. For instance, the 226 Soft Shell. The name came from the story of the Tortoise and the Hare, which I discovered was no. 226 of Aesop's fables. That fable fit perfectly with the concept of No Days Off, and the number 226 is a numerical anagram of 26.2, the distance in miles of a marathon, so it would immediately be recogniseable to our customers.

With my journalism background, I was able to create a series of content marketing posts around the No Days Off idea that appeared on platforms like Exposure (for an in-depth photo lookbook) and medium (a self-commissioned blog post "What I learned from a month of No Days Off").

Tracksmith also produces an independent print magazine, METER, which I edit, and in which I've been able to keep the idea of No Days Off alive throughout the year, long after the buzz of the campaign died down. The current issue, which came out in October 2016 features a series of first hand accounts of people who have been on long run streaks (running every day) written by a respected US journalist Scott Douglas.