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The posters advertise a sport-specific designed, high-performance product - X-Socks® with its technology.
Socks are products of a low-interest commodity, which are very hard to advertise for. Thus, we decided to picture persons actively engaged in their sports. In an esthetic way that also shows the tension of the muscles.
Displaying the athletes naked is the eye-catcher, a symbol for power, sports and dynamic. But still, the technology of the product leaves a mark.
We chose the following sports: running, biking, mountainbiking, walking, skiing, climbing und skating.
X-Socks® has by now achieved 52 test wins and awards world-wide.
X-Technology Swiss R&D AG
Stefan Litwin (Creativ Director), Tom Fischer (Art Director)