Circle Sportswear
Every Second Counts: Break the Code. 

Natural performance in preservation of the planet.

We created a campaign for sustainable sport brand Circle Sportswear and their award winning  ‘Supernatural Runner’, distilling the science and technology behind their unique construction processes and key materials.

The deep-dives led us to various conclusions but notably an ambiguity in build up and break down representing the circularity of a 75% biodegradable product, - a first in the performance sneaker market.

The campaign was hinged around hitting ‘The Zone’ of optimal performance (or Runners High), as ell as never ending cycles of construct / deconstruct and every second ticking away at pace for planet, progress and performance.

Each materiality had two worlds, a perpetual world with a never ending material cycle, and a sneaker world that reacts to the conditions of this environment, second by second.

Just like Circle, ‘Break the Code’ breaks the material codes of Plants and Wool. It showcases their natural flexibilities and provides a brand platform to speak of their unique and trademarked innovations using organic sources.

Time is precious.

Creative / Direction /
Production / Post: Brinq Studio
Client: Circle Sportswear.

In collaboration with the amazing:
3D: Tim Uhlemann
Music: Dominic Walther-Battista