Project The F-LITE G 300

Client Inov-8

The F-LITE G 300 uses Graphene-grip and the Graphene Powerheel to create the world’s toughest training shoe, delivering a shoe that is stronger than our excuses. The aim was to communicate the shoe’s incredible toughness that not only matches the toughness of the athletes but also highlights and celebrates the hard work and sacrifices that they put in, day in, day out, for the sport they love. Common workout notes and phrases were used throughout the campaign to resonate with the target audience and show the shoe as the enabler to reach training goals, without excuses.

Concept Development | Creative Direction | Design