3.2ApplicationChannels
Print & packaging
In print the campaign has room to explain itself, and on a box or a tag it has to work in a stockroom. Lead with the product benefit, not the manifesto.
Every example in this chapter comes from one campaign: Made for minute forty, for the Tempo collection, Autumn/Winter 2026.
Press
In print, people have time to read, so press is where the body copy runs. It’s still one headline, one photograph and the sign-off; the copy adds the facts that make the headline true.
- Headline at the top, sign-off at the bottom, both on the calm part of the photograph.
- Body copy is facts: 180 g, taped seams, forty runners, one wet November. No adjectives a competitor could also claim.
- Copy never crosses the athlete. Set the measure short enough to stop before them.
- Nothing in the gutter. Keep type 10 mm clear of the fold on a spread.
Out of home
A poster gets a glance from across the road. Out of home carries the shortest lines in the bank, at the largest size we can set them.
- Six words or fewer. If it needs a second line of copy, it belongs in press.
- The headline takes a quarter of the height or more, and the wordmark at least a twentieth of the width.
- The race clock always sits top right, the same corner on every format.
- Product and price go on a solid band, so they survive any photograph.
Packaging
Packaging is often the first physical thing an athlete gets from STRIDE, so it gets the same discipline as the product inside. Lead with the product and one benefit; save the manifesto for places where people have time to read it.
- Stride Navy outside, StrideWhite for information. The pattern runs on the lid; facts go on the white end panel.
- The size is the biggest number on the box. It’s what someone in a stockroom is looking for.
- Every tag leads with one benefit, in StridePro ExtraBold Italic, then three facts with their icons.
Headline bank
Every approved headline for the campaign, where it runs and what it sells. Each headline has one main home, so the same line isn’t everywhere at once. Headlines are seven words or fewer, in sentence case with a full stop, and state a fact or a feeling from minute forty. No superlatives.
- 01
Nobody remembers the first mile.
The collection · Launch: web hero, 48-sheet, the film
- 02
Rain was forecast. So were we.
Tempo Shell · Magazine page, email
- 03
Minute forty. Still dry.
Tempo Shell · Spread, social post, film super
- 04
Built for the part that hurts.
Climb Bib Short · Story, cycling press
- 05
Start cold. Finish warm.
Aero Base Layer · 6-sheet, display banners
- 06
Tested on athletes. Not mannequins.
Trail Runner Pro · Shoebox insert, PR
- 07
Every stitch has a job.
The collection · Hangtags, product pages
- 08
The podium photo is not the point.
The brand · Film voice-over, manifesto