run culture

For tier 0 accounts, Altra wanted to present as more of a lifestyle aesthetic in combination with their usual performance look. We created images for the sales team in EMEA and APAC regions to use in their sell-in tools. These are also used to repulse product on all digital channels in the Americas.

OOTD - styled by myself

We did four looks total and here’s a look at the trail ‘fits. To compliment the neutral shoes, I really wanted to lean into the monochromatic and earth tones (literally). Our men’s Alo shirt matched perfectly with the Paint Mines and I really enjoyed the translucent jacket for our woman model.

own the trail

For the trail portion, we really needed this to look “out of this world.” Something that wasn’t immediately identified as Colorado or even US since these are meant for global usage. The Paint Mines outside of CO Springs worked perfectly.

As for the vibe, we focused on the culture of trail running. Sometimes it starts raining and you might have to jump a fence, but you Stay Out There.™

run the road

On the streets, we took the same approach. Portraits were created to have the model’s personality come through.

my role
Concept development, Art Direction, & Styling

creative director
Michael White

photographer
Kody Kohlman

producer
Tyler Gorky