PF Flyers has inspired play since the very beginning. From basketball to the Sandlot, the youthful, optimistic spirit lives on — off the court and on the street. Whether it’s customizing surfboards or exploring new urban eats, the cool thing about their fans is, they don’t have to play the same game to appreciate life. And to that, we expanded: “Run faster. Jump higher. Play on.”
“Play on” steps away from the competition, away from what’s been done, away from the stale posed looking-at-camera influencers, and towards real people doing extraordinary things all in the name of play. These people are unique with their existing effortless styles, wrenching on bikes, drag racing rat rods, and thrashing pools on skateboards.
We captured these playful daredevils in a documentary style, flirting with lo-fidelity at times to create a genuine experience authentic to PF Flyers. This candid approach is as if the viewer is joining a group of friends on an adventure.
The campaign is ongoing, and has expanded across multiple mediums from social and digital to print and collateral connecting the consumer with PF Flyer’s new brand position and campaign.
Research & Analysis
Manifesto & Tone of Voice
Illustration & Lettering