Forsman & Bodenfors’ 240-page ultimate running guide is just two sentences long
Forsman & Bodenfors has created a 240-page “Ultimate Guide to Running” that’s just two sentences long.
The campaign was created for running shoe and apparel company Craft, which now publishes The Ultimate Guide to Running in book form. The book is a 240-page coffee table book with a foreword by legendary distance runner Tommy “Rivs” Puzey. Beautiful to look at with a premium design, the book contains just two sentences: Left foot. Right foot.
According to Niklas Moberg, Brand Manager at Craft: “We wanted to explore what the essence of running was. And after digging deep, drawing on our collective experience in running for over 40 years, we’ve poured everything we know about becoming a great runner into this book. And the bottom line is, though it’s hard to admit, 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 are running.
The running world is awash with books and magazines promoting different truths, ironically turning something as beautifully simple as running into something complicated. This book functions as an antidote and celebrates the simple nature of sport.
According to Karl Risenfors, creative at F&B: “We always strive to get to the heart of any subject we work on. In this case, we worked closely with Craft to really identify what they and all the riders have in common. To find the lowest common denominator. When we found this core, we decided to celebrate it by implementing it in words and design. Repeat left foot, right foot in different ways, with different design elements and in different design environments.
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. Always put one foot in front of the other, no matter if you’re just out for an evening jog or trying to break world records. Whether it’s cold, dark, hot, raining or snowing. One foot in front of the other.
According to Martin Joelsson and Chanelle Kazemi, designers at F&B: “Turning just two sentences into something interesting to read and watch on 240 pages was a big design challenge, which took about 10 months. We worked with typography, turning large chunks of text into their own premium shapes, photography, and materials, and then turning all of these expressions together into one beautiful, rhythmic experience. Like when you run.”
The book was launched in New York during the New York City Marathon with running store Fleet Feet and is available to order at craftsportswear.com
Agency / Creative
Company Name: Forsman and Bodenfors
Artistic director: Karl Risenfors
Artistic director: Leo Dal
Designate: Chanelle Kazemi
Designate: Martin Joelsson
Strategist: Daniel Sjostrand
Account director : Ewa Edlund