The sportswear industry holds some of the most beloved brands in the world, but it is also impacted by market trends transforming athletes to at-leisures. When we met the founders of Core, they were looking to disrupt the industry with the first prototypes of their adventure-ready apparel, finding new uses for sustainable material. Our task in launching their first out-of-home advertising was to create a campaign that would build a movement. We sought to ground Core in curiosity, infusing that feeling into each touchpoint of its advertising. Each interaction with the brand invites people to join the journey, and they have been engaged at every step.