run culture

For Altra's tier 0 retail accounts, the ask was to push beyond pure performance and present the brand with a lifestyle lens. The goal was a set of photo assets for sales teams in EMEA and APAC to use in sell-in tools, while also giving hero product a fresh moment across digital channels in the Americas. Two shoes anchored the shoot: the Via Olympus 2 for road and the Olympus 6 for trail. Both in monochromatic black and nude colorways, both sitting at the intersection of maximum cushion and genuine style.

OOTD - styled by myself

Four looks total, styled to complement the shoes rather than compete with them. For the trail fits, the neutral colorways called for an equally grounded palette. Monochromatic earth tones throughout, an Alo men's shirt that matched the landscape almost exactly, and a translucent jacket on the women's look that added lightness without breaking the tone. Every styling choice was deliberate, referencing the elevated outdoor aesthetic of brands like Arc'teryx and ROA.

own the trail

The trail location needed to feel global, nothing immediately recognizable as Colorado or even the US since these assets were built for international markets. The Paint Mines outside Colorado Springs delivered exactly that, an otherworldly terrain that could read as anywhere. The shoot captured the real culture of trail running: unpredictable conditions, raw landscapes, and the kind of person who stays out there regardless. Altra's tagline "Stay Out There" wasn't a caption, it was the brief.

run the road

The road portion carried the same elevated approach into an urban setting. Portraits were framed to let the model's personality come through while keeping the Via Olympus 2 as the visual anchor. Sleek, minimal, and intentionally styled to sit comfortably alongside the performance and fashion worlds simultaneously.

my role
Concept development, Art Direction, & Styling

creative director
Michael White

photographer
Kody Kohlman

producer
Tyler Gorky