Run Like We're Meant To

Craft Sportswear

In a category where competitors increasingly focus on high-tech materials, advanced functionality, and a constant stream of new products, the most fundamental part of running has been lost. The feeling. The freedom. The instinct.

That’s why, in Craft Sportswear’s brand film, we took a step back to remind people what running is really about. The film brings to life an ancient, primal instinct that humans have engaged in since the dawn of time. This timeless truth becomes a two-minute run, following a caveman as he moves through nature and eventually into a modern city. In the end, the metaphor is revealed as the caveman transforms into the well-known ultramarathon runner Tim Tollefson.

A humorous, playful, and inspiring reminder that humanity, as a species, was made to run.