Craft Sportswear’s New Brand Film with Tim Tollefson Reminds Us: Running Is in Our DNA

May 7, 2025

BORÅS, Sweden (May 7, 2025) /ENDURANCE SPORTSWIRE/ – Craft Sportswear, the Swedish brand renowned for its commitment to innovation and excellence in endurance sports apparel and footwear, is proud to announce the global launch of its new brand campaign film, “Run. Like We’re Meant To.”

Craft reminds us that we’re all meant to run by transforming ultra runner Tim Tollefson into a caveman. What happens when we go with our instincts? That’s the theme in Craft Sportswear’s new brand film, visualizing something we’ve carried with us since ancient times. Because even though today we run with watches, gels, and advanced gear, the drive behind each step is the same as it was thousands of years ago. It’s one of humanity’s oldest instincts.

In the film, developed by the creative agency Forsman & Bodenfors, we follow Tim Tollefson, professional ultra runner and former member of the U.S. National Team, in the role of a modern caveman. We follow him on an epic run, from the wilderness to the city. A humorous way to portray the feeling of freedom you get when you run.

“There’s something deeply human about running. It’s more than a sport – it’s a way to feel alive. Stepping into this role was both physically demanding and mentally close to my own experience of running,” says Tim Tollefson.

The film also reflects Craft’s belief that running should feel free and instinctive – across any surface. As pioneers in the “road-to-trail” category, Craft continues to inspire runners to move beyond limits, whether it’s on roads, trails, or anything in between.

Directed by Filip Nilsson, and the caveman transformation was created by special effects artist Arturo Balseiro, known for films like Pan’s Labyrinth and Hellboy. The result is a film that isn’t about performance or specific products, but rather conveys the feeling of freedom in running.

“We wanted to make a film about why we run in the first place. We know there’s something more to it. Something that’s felt rather than explained. And that’s exactly the feeling we wanted to capture,” says Niklas Moberg, Head of Brand at Craft Sportswear.

ABOUT CRAFT SPORTSWEAR

Craft is born from sweat and hard work, from snow and rain, from defeats and victories, and from the euphoria that comes when limits are pushed. For over four decades, we have delivered optimal performance through functional sportswear. Almost as long, we have been a trusted part of the professional sports world. Our deep knowledge of how to design training and competition apparel for maximum functionality stems from decades of close and rewarding collaboration with elite athletes across the globe. Craft Sportswear is part of New Wave Group.For more information, visit craftsports.us.

Contact:

Tyler Sims
JAM Collective
craft@jamcollective.net
415-839-7546