ABOUT

Brief:
Boost sales of INOV8 trail products, specifically the TRAILFLY.
Communication MUST build a distinctive position for INOV8. Alongside this we should sell the aspiration of a trail lifestyle. Edgy/PR/talked about and positive - play on "getting high" across all platforms.

Idea:
Utilise the language associated with artificial athletic enhancements from the legal to the illegal, without being obvious, crass or cringe worthy. Celebrate the trail running prowess using 'caught in the moment' photography.