The Routine Effect

Craft Sportswear

A common reason people hesitate to start working out is the belief that it takes a long time to see and feel the results. For many, this becomes the biggest obstacle to overcome. And sometimes, it’s more effective to inspire through pure facts and data rather than motivational headlines or detailed product benefits. So, we let the numbers speak for themselves.

Emelie, a student from Gothenburg, agreed to start running once a week for 10 weeks. She allowed us to document her progress using an advanced Garmin watch that she wore 24/7, that monitored her running and health data. For ten weeks, we set up a temporary outdoor portrait studio at the spot where Emelie finished her weekly runs. Immediately after each run, we photographed her and added data from her run together with her general health metrics from the week, which was then published in an ad in Swedens biggest newspaper.