How could a small town in rural Arizona become the centre of ultra and long distance running? Craft’s athlete Tommy Rivs invites us to his hometown and gives (parts of) the answer in the film below.
The following campaign was produced in March 2020.
The idea behind it was to explore our ambassador Tommy Riv’s hometown, Flagstaff, the iconic Arizona city that has become the unofficial capital of long-distance Running. Then Tommy got sick. An aggressive form of lung cancer. At the time of writing things are looking better. Not good, but better. Initially, we decided not to air this. But when talking to the people around Tommy, they encouraged us to use it. ”That’s what Tommy would have wanted”, they said.
Eyes up. Stout heart.
“People come initially for the optimal elevation for the training. They stay because of the community.”