Men's Training

A brand campaign designed to inspire and encourage young athletes to work hard and train hard in order to become a self-made success. Four content films featuring NBA All Star Dwight Howard, World Champion 100m sprinter Yohan Blake and 2014 World Cup Golden Ball winner Lionel Messi, documented each athlete’s personal and authentic training rituals – the formulas that led to their success. The ‘My Formula’ campaign also included Xavi and David Villa and rolled out across Europe in print, digital and retail. Not only did the content films exceed a million views, they inspired a whole new generation to get out there and start training for success.

Yohan Blake – Secret Place

Dwight Howard – Superhuman

Lionel Messi – Overnight Success

Dwight Howard – Smile

Director: David Altobelli
Created by Sid Lee