Getting buy-in for anything main stream from endurance athletes takes a different approach. They are an elite group who are incredibly particular. Our writer knew this group well, having run multiple triathlons, 50 milers, and the Leadville 100. We wanted to show the details of life that are special to these athletes. In many cases, these moments are the reasons they do what they do.

For the second campaign, we were talking to coaches. Colored sweat wasn’t going to cut it. They needed to be reminded that when their athletes are dehydrated, they are hurting and not able to perform. We took them off the field and court, into the areas where the players need replenishment.

Writer: Tom Goodrich
Photographer for Endurance Formula: Jamie Kripke