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Let me start this by saying that I am not a runner.
I prefer to get my cardio in by using the tried-and-true method of torturing oneself on the Concept2 RowErg. The sad(?) truth is that you can’t erg all the time and it’s a good thing to spread your fitness out across a few modalities.
Running is by far the most accessible way of growing your fitness (you just need a pair of shoes after all - sometimes not even that, depending on who you ask), so why not start there?
But what if you’re style-conscious? I mean, you probably are at least a little bit if you’re reading this newsletter, but still, what if you don’t enjoy looking like a highlighter when you’re out in public?
Thankfully, Tracksmith has an answer for those that want to bring an elevated look to their workouts. The Boston-based running company has made a name for itself by dedicating itself to producing some of the highest-quality running gear money can buy. On top of that, they’ve developed a unique aesthetic that takes cues from collegiate track & field designs of years’ past.
Now lookbooks are a chance to show who you are as a brand — a moment where you can construct a narrative and tell the world “this is how we want you to wear our stuff“. Tracksmith has mastered the art of the lookbook in this sense - they are able to leverage their unique positioning as a fashionable sportwear brand to tell a compelling story centered around running.
Presently, we’re retreating to the hills of northern Vermont, a place whose cold, crisp, and misty mornings serve as an almost ethereal backdrop for pushing our physical limits.
The Harvest
Ochre on ochre on ochre. Those burnt yellows/oranges perfectly encapsulate the feeling of autumn.
The picture in the bottom left is actually a still from a short video. A great way to inject a little more authenticity into the scene.
Can’t confirm first-hand, but I’ve been told that their running shoes are actually quite nice. Maybe a little pricey for what they are, but still cool to see them go out on their own and venture into a market that’s essentially impenetrable (sneakers, that is).
The changing colors of the sidebars to help accentuate the seasonal colorway offerings is a very nice touch as well.
The cool tones from the working shots contrasted with the cozy warmth of the harvest dinner is so good.
They did not need to go as hard as they did for this lookbook (maybe it’s better to call this an editorial?). Everything, from the shots to the narrative, is perfect, all to simply introduce some seasonal colors to their already-established product lines.
It’s SO nice and refreshing to see a brand put this level of effort into creating content. They went to a scenic location with hand-picked people from their sport that represent their values as a company, and then absolutely knocked it out of the park with the photography and narrative structure. A genuine 10/10.
Again, I’m not a runner, but even I am feeling motivated to get up off the couch and hit some fartleks. Definitely going to pay way more attention to Tracksmith as a brand from here on out.
I’d love to hear your thoughts/comments on this lookbook, so feel free to comment here or drop me a DM on Instagram.
Until next time!