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Forsman & Bodenfors' 240-Page Long Ultimate Guide to Running Contains Only Two Phrases



The book for sportswear brand Craft was launched in NYC during the New York Marathon together with running store Fleet Feet

Forsman & Bodenfors' 240-Page Long Ultimate Guide to Running Contains Only Two Phrases

Forsman & Bodenfors has created a 240-page long 'Ultimate Guide to Running' containing only two phrases. 

The campaign has been created for running footwear and apparel company Craft, who now releases the Ultimate Guide to Running in a book format. The book is a 240-page long coffee table book with a preface by legendary long-distance runner Tommy “Rivs” Puzey. Beautiful to look at with a high-end design, the book only contains two phrases: Left foot. Right foot.

Says Niklas Moberg, head of brand at Craft: “We wanted to explore what the essence of running was. And after digging deep, drawing from our collective experience being in the running business for over 40 years, we have poured all we know about how to become a great runner into this book. And the conclusion is, even if it is hard to admit, that it doesn’t matter what shoes you wear or what the logo on your shirt says. As long as you repeat putting your left foot in front of your right foot, you’re running.”

The running world is flooded by books and magazines promoting different truths, ironically turning something as beautifully simple as running into something complicated. This book works as an antidote, and celebrates the simple nature of the sport. 

Says Karl Risenfors, creative at F&B: ”We always strive to get to the core of any topic we work with. In this case we worked closely with Craft to really identify what they and all runners have in common. To find the least common denominator. When we found that core we decided to celebrate that by implementing it in words and design. Repeating left foot, right foot in different ways, with different design elements and in different design environments.”

The Ultimate Guide to Running is an ode to the running mindset and the fact that it doesn’t matter how you run, as long as you do it. Always putting one foot in front of the other, no matter if you are just out for an evening jog or if you are trying to break world records. Whether it is cold, dark, hot, raining, or snowing. One foot in front of the other.

Says Martin Joelsson and Chanelle Kazemi, designers at F&B: “To turn only two phrases into something that’s interesting to read and look at throughout 240 pages was a great design challenge, that took around 10 months to complete. We worked with typography, turning big blocks of text into their own shapes, photography and premium materials, and then turned all those expressions together into one beautiful, rhythmic experience. Just as when you are running." 

The book was launched in NYC during the New York Marathon together with running store Fleet Feet and is available to order at


Agency / Creative
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Genres: Comedy

Categories: Clothing and Fashion, Sportswear

Forsman & Bodenfors, Tue, 08 Nov 2022 09:23:14 GMT