Helly Hansens philosophy is to “never compromise between style and performance” and never had it been truer than for the SS 15 Training collection for women. With beautiful colors and details, combined with smart and purposeful design. To promote this we wanted to take the same philosophy and transform it to something fun, relevant and engaging. That’s why we let people become their own fashion designers, based on their running performance. The item they could design is one of the most fashionable parts of the workout outfit, the tights. The app collected your running data – distance, duration and pace, to generate a unique pattern based on your running style. The longer someone run, the more features they unlocked at the same time as the pattern evolves. When the run was over users could edit, tweak and style their design, depending how much they had achieved.
All customized tights were collected in an online campaign gallery. A combination of votes and a jury, consisting of Helly Hansen’s head of design, selected five winners, who got their own customized tights produced.