Forsman & Bodenfors has created a 240-page high-end design coffee table high-end design book, the Ultimate Guide to Running for running footwear and apparel company, Craft.
Apart from a preface by legendary long-distance runner Tommy “Rivs” Puzey, it contains just two phrases, Left foot. Right foot.
Niklas Moberg, head of brand at Craft, explained, “We wanted to explore what the essence of running was. And after digging deep, drawing from our collective experience being in the running business for over 40 years, we have poured all we know about how to become a great runner into this book. And the conclusion is, even if it is hard to admit, that it doesn’t matter what shoes you wear or what the logo on your shirt says. As long as you repeat putting your left foot in front of your right foot, you’re running.”
The running world is flooded by books and magazines promoting different truths about running. Craft wants people to know that running is beautifully simple, not complicated. The book works as an antidote and celebrates the simple nature of the sport. The Ultimate Guide to Running is an ode to the running mindset and the fact that it doesn’t matter how you run, as long as you do it.
Karl Risenfors, creative at F&B, stated, “We always strive to get to the core of any topic we work with. In this case we worked closely with Craft to really identify what they and all runners have in common. To find the least common denominator. When we found that core, we decided to celebrate that by implementing it in words and design. Repeating left foot, right foot in different ways, with different design elements and in different design environments.”
Martin Joelsson and Chanelle Kazemi, designers at F&B, added, “To turn only two phrases into something that’s interesting to read and look at throughout 240 pages was a great design challenge, that took around 10 months to complete. We worked with typography, turning big blocks of text into their own shapes, photography and premium materials, and then turned all those expressions together into one beautiful, rhythmic experience. Just as when you are running.”
The book was launched in NYC during the New York Marathon together with running store Fleet Feet and is available to order at craftsportswear.com
Credits:
Agency: Forsman & Bodenfors
Art Directors: Karl Risenfors & Leo Dal
Designers: Chanelle Kazemi & Martin Joelsson
Strategist: Daniel Sjöstrand
Account Director: Ewa Edlund,
Client: Craft
Product & Marketing Director: Daniel Högling
Head of Brand: Niklas Moberg
Creative Manager: Niklas Ericsson
Product Marketing Manager: Joakim Anvell
Production: Superstudio
Photography and video: Patrik Johäll
