WISE distinguished itself through the technical excellence of its products but suffered from a persistent narrative disconnect. The absence of an expressive territory worthy of its equipment created a dissonance in brand perception, illustrating the difficulty of translating a philosophy of infinite progression into contemporary visual language, a fundamental challenge for evolving brands in the ultra running discipline.

A narrative triptych structured around the mantra “Far. Farther. Ever farther.” was embodied in a story following two ultra runners in perpetual ascent. In a monochromatic mineral landscape, their black silhouettes progress to the rhythm of a sonic composition where heartbeats, footsteps, and breathing form the soundtrack of an endless quest.

This redesign established the founding alphabet of a new territory of expression, elevating WISE’s image to the level of its products. In an era defined by the search for constant improvement, this campaign reveals the convergence between ultra running and our modern condition: a progression toward an ever-receding horizon.