Thank you for playing

Every day, millions of athletes put on their team colors to face the world’s #1 opponent. Inactivity.

According to the WHO, one in four adults and 81% of adolescents do not do enough physical activity to remain healthy. For the launch of the 2022 teamwear collection from Swedish sports brand Craft, we chose to focus not on features or functionality but on our biggest adversary – inactivity in general. The campaign highlights the issue of inactivity by thanking athletes around the world for playing. Even if they happen to be sitting down at the moment.