Outside of Ordinary, has been getting inspiration from the 80s to launch new sportswear from Lancashire running brand, Ronhill.
The Tech Flash ’23 Jacket is based around the original designs from Dr Ron Hill back in the 1980s.
The Manchester creative agency’s tactical campaign has been very much inspired by this heritage. Shot in the shadow of the University of Manchester, where the legendary British runner gained his PhD in textile chemistry, it features GB athlete Lewis Davey.
“We were excited to work on the launch of the re-imagined Flash jacket. Fortunately for us, the brand has huge amounts of authenticity. It doesn’t have to invent an imagined history. It was there for the first running boom in the early 1980’s and is still here today,” said Chris Conlan, co-founder at Outside of Ordinary.
“Our ‘Flash back’ concept allowed us to embrace the past, with the film and photography evocative of the 1980’s, in a nod to the era of the original Flash jacket. Shot within view of the building where Dr Ron Hill qualified in textile chemistry, the creative provides a subtle reference to the brand’s history. We had a feeling that the Manchester climate would help us tell the story of weather protection and reflectivity to full effect and it did not disappoint.”
The campaign will run across the brand’s social and paid digital channels.
“Ronhill is proud of its founder and the legacy of his innovations in running apparel. His lifelong passion of running and improvement is shared within the team and products that we produce today,” said Oliver Carter, Marketing Manager for Ronhill and Hilly.
“With over 50 years’ experience, Ronhill has benefited from the learning and change that has occurred within running – from its sporting roots to a lifestyle and universal culture. Our purpose now is to make a better future for today’s runner by sustainably developing the elements of our past, a purpose captured and executed brilliantly in Outside of Ordinary’s campaign.”
