Category conventions are set aside by choice. Day to day, that means using channels the industry treats as marginal; at a structural level, it means reviewing the project before it is ever executed. The latitude to do this comes from practice: you learn what people who train actually need by spending time among them, and that puts you ahead of what your audiences will ask for.
A brand that speaks only to active participants runs out of room within a few seasons. The alternative runs through building a community that recognises itself in a clearly defined position. The work moves between registers: information where knowledge is missing, engagement where buy-in is needed, contradiction where a belief needs revisiting. It concerns the people to be reached and the brand in equal measure, and has to be carried out on both.
Between a plan and its delivery stands the team. We are athletes ourselves, and sport is in our DNA.
