Strategy Achilles Heel was founded on forward momentum. So we used the anniversary not to look back, but to launch the next chapter with energy, ambition, and direction.

BUILT FOR MOMENTUM  Achilles Heel isn’t just a retail store, it’s also a Run Club and clinic engaged with the community. We built a motion-led dynamic system that captures both the communal spirit and energy, and leaves room for constant iteration with photographers and illustrators to create a flexible and modern brand system.

The Brand Built for the streets, not a style guide, the brand system was built to bring in collaboration. Every photographer, illustrator, and brand partner brings something distinct to the brand and highlights their community focus.

BRINGING THE STORE ONLINE  To bring Achilles Heel’s expertise and top of the line running gear to a wider audience, we designed and built a custom web store. The site is easy to navigate and shop,  and tells the store’s history showcasing their passion, community and knowledge signaling to longtime customers and new runners that Achilles Heel is about where it comes from and where it’s going.

CAMPAIGN  A “25” run challenge invited the community to run 25 of anything; laps, hours, km, etc. for a brand discount. The campaign culminated in an official 25km race with Unsanctioned Athletics and On Running, finishing at the store’s front door.

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in-race participants for the campaign run