---
title: Craft – Thank you for playing
url: https://milk.se/case/craft-thank-you-for-playing/
type: case
updated: 2026-10-06
---

# Craft – Thank you for playing

> For the launch of Craft's 2022 teamwear collection, Milk created a campaign that focuses on inactivity as the biggest opponent of athletes, thanking athletes around the world for playing.

## Key facts

- Client: Craft Sportswear (Swedish sports brand)
- Services: Concept & campaign, Film
- Collaborations: Fanny & Alexander, Linus Nordström
- Campaign context: launch of the 2022 teamwear collection
- Cited statistic (WHO): one in four adults and 81% of adolescents do not do enough physical activity to remain healthy

## Details

### 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, the campaign focused not on features or functionality but on the biggest adversary, inactivity in general.

Milk helped Craft create a campaign that highlights the issue of inactivity by thanking athletes around the world for playing, even if they happen to be sitting down at the moment.

### Related cases

- [Made with sports DNA](https://milk.se/case/craft-made-with-sports-dna/) – Craft Sportswear (Concept & campaign, Film)
- [Craft Run Club](https://milk.se/case/craft-run-club/) – Craft Sportswear (Concept & campaign, Digital, Graphic Identity, Strategy)
- [Circle Sustainability Initiative](https://milk.se/case/craft-circle/) – Craft Sportswear (Digital, Graphic Identity)