Le Coq Sportif
Retrorunning
Social
Digital
For the launch of Le Coq Sportif’s Retrorunning collection, we tapped into a real sport most people don’t know exists: Retrorunning—also known as backwards running. We sponsored retrorunning as a legitimate sport and back its community to have it recognised as an official Olympic sport. At the centre of the campaign is Garret Doherty, world champion retrorunner and all-round backwards legend, who became the face of a new cultural movement—one that dares to move in reverse.