We codified the Rapha approach and ran it again with Tracksmith in Boston. A brand for the running class — dedicated amateurs who are serious about competing but motivated by love of the sport. Rooted in New England collegiate culture: broad diagonals, letter sweaters, animal mascots, Van Cortlandt Park.

The hand-drawn hare emblem echoes mid-century American Ivy style. The photography, shot by Emily Maye, focuses on training camps characteristic of US running culture — rural, wooded, suburban, quintessentially New England. More than a store, the retail space is a community hub where people who share the Tracksmith mindset meet up. In the running world we achieved similar results: customer obsession and category disruption.