The brief was to inspire consumers to skip the easy route and fully immerse themselves in nature through our latest trail running footwear. We set out to create innovative, visceral imagery that felt unexpected and almost other-worldly. That led us to Iceland’s untamed landscapes—scree fields, wild weather, surreal mountains, and the occasional nod to the local trolls.

The shoot pushed the entire crew with long days, harsh conditions, and sand-jammed gear. But teamwork, perseverance, and standout athletes helped us capture a truly brand-defining campaign.