The aim of the concept is to bring together running and the urban environment, encouraging runners to embrace the various spaces a city has to offer. It combines performance with the joy of running in an urban habitat.

The campaign is executed across cinema, billboards, and the web. The advertisement features the renowned long-jump champion, Andrew Howe, as the protagonist. He is seen running through the streets of Milan, leaving his silhouette imprinted on the urban backdrop. Frame by frame, this silhouette comes to life, showcasing the continued run of the Italian champion on the walls in a photographic manner.

The outdoor multi-subject campaign takes place in the city of Milan and is presented through guerrilla marketing, large billboards, and special postings. Alongside Andrew Howe, we also see the Hammer Throw champion, Silvia Salis, the singer Syria, and the freestyler Andrea Schilliro, representing three different interpretations of running in the metropolitan setting.