THE ASK
Develop a new brand campaign that clearly communicates the Altra point of difference, more room for your toes, to consumers who had never heard of us before.

THE IDEA
Combining brand attitude with a focus on point of difference isn’t always easy. We developed a copy-centric campaign, coining the phrase “The Altra Fit” and tying it to the colloquial use of “AF” for a thumb-stopping but immediately understood message.
Quick get, attention grabbing, and full of attitude. Win-win.