For SS26, we relaunched the Agravic by creating a campaign centred around the line ‘FAST & DIRTY’ – positioning the shoe as the counterpart to EVO. If EVO represents road running and endorphins, then Agravic represents trail running and adrenaline. The campaign came to life through three key phases, each intersecting with a pivotal moment in the racing calendar, when attention would be at its height. Creative execution drew on skate-inspired visual language, following elite athletes Pablo Villa, Ruth Croft, Abbey Hall and Eric Puma as they navigated Chamonix trails, demonstrating technical performance through a raw, gritty but personal lens.