THE ASK:
The Lone Peak is Altra’s most legendary trail shoe. We wanted the new color ways to feel like more than just another seasonal drop.

THE IDEA
During the winter season, when other brands fill feeds with conquest language and hardcore visuals, we decided to lean into coexistence and keep the narrative unmistakably Altra. We positioned runner, terrain, and the Lone Peak as one cohesive unit to emphasize the Altra DNA and design system of the shoe. A legendary shoe needed a legendary photographer. Enter Chris Burkard, an award-winning adventure photographer, filmmaker and explorer. We co-developed a narrative to help show the shoe where it shined, using Iceland as design context instead of destination marketing.
All that was left was to hop on a plane to Reykjavik to meet Chris, his team, and Elite Athlete Careth Arnold for the shoot of a lifetime.