Nathan Sports
Brett led this project during his 17-year tenure as Thinkso’s founder and executive creative director.
The world’s top producer of running accessories, Nathan Sports, had long supported athletes with hydration packs and safety gear. But as smartphone technology improved, they saw a strategic opportunity to develop a digital accessory. We named it “Pursuit,” created launch communications for it, and designed the product packaging.
This product was outside of our typical offering, so there was a lot of pressure to get it right. The name, look-and-feel and editorial tone really carved out a unique position in a highly competitive market segment.
In-store point-of-sale displays provided capacity for 12 units and a video demo of the product on HD screens.
The features of the app were presented as part of road motif, highlighting the user’s journey, while collages of user-generated photography echoed the personal and social nature of the product. These elements were used across all launch applications.
We developed a Pursuit-branded “brag board” interface to tie the product to its main selling point—the real-time sharing of results and ability to compete with one or many people at the same time.
