Can You Face The Reality of Running? Kalenji and Rosapark Show You How To Restart Your Motivation

To promote the release of the new Kalenji running shoe model the Ekiden Run Active for amateur runners, Kalenji and agency Rosapark have created a new international TV campaign called The First Meter.

In order to attract the attention of these amateur runners,Kalenji started with a simple, yet poignant outlook, that there’s a reality that routinely plagues novices: the hardest part is getting started.

Running is, above all, a battle with one’s inner self. Because we have a cold, because it’s raining, because we’re tired, endless excuses to not get off the sofa. Ultimately, the most difficult part of running is finding the determination to cross that first hurdle and cross that distance between ourselves and our shoes.

Emboldened with this argument, Kalenji wants to build itself as the champion of making running a pastime that is attainable for everyone, with the idea that the Ekiden Run Active user should feel empowered, encouraged, and should have that desire that motivates them to start again and not to give up.

The strength behind the film, is portrayed through the message and artistic direction envisioned by Rosapark director Ben Strebel (Sovage), who worked tirelessly to create a run that is shot entirely in reverse. This approach, carried out in slow motion, adds an even deeper sense of soul and emotion to the film that contrasts the focus on technique and performance that we usually see in the sector.

The film will be aired in 15, 20 and 30 second intervals internationally and in France from March 10th - 23rd.