Launching Ronhill’s Flash ‘23 Jacket
We’ve recently helped Original running brand Ronhill launch their latest product, the Tech Flash ‘23 Jacket. First designed and developed by the brand’s founder Dr Ron Hill in the 1980’s and reimagined for today, the limited-edition Tech Flash ’23 Jacket celebrates over 50 years of heritage, innovation, and style.
Shot in the shadow of the University of Manchester where the British runner gained his PhD in textile chemistry in 1964, and featuring GB athlete and 4x 400m medallist at this year’s Athletics World Championships, Lewis Davey, the campaign nods to the era of the original Flash jacket.
It was shot by Tom Cox, and will run across the brand’s social and paid digital channels.
Speaking on the launch of the Tech Flash ’23 Jacket, Oliver Carter, Marketing Manager for Ronhill and Hilly, said: “Ronhill is proud of its founder and the legacy of his innovations in running apparel. His lifelong passion of running and improvement is shared within the team and products that we produce today.
“With over 50 years’ experience, Ronhill has benefited from the learning and change that has occurred within running – from its sporting roots to a lifestyle and universal culture. Our purpose now is to make a better future for today’s runner by sustainably developing the elements of our past, a purpose realised with the launch of the Tech Flash ’23 Jacket and captured and executed brilliantly in Outside of Ordinary’s campaign.”
Chris Conlan, co-founder at Outside of Ordinary, added: “We were excited to work on the launch of the re-imagined Flash jacket. Fortunately for us, the brand has huge amounts of authenticity. It doesn't have to invent an imagined history. It was there for the first running boom in the early 1980s and is still here today.”
“Our 'Flash back' concept allowed us to embrace the past, with the film and photography evocative of the 1980s, in a nod to the era of the original Flash jacket. Shot within view of the building where Dr Ron Hill qualified in textile chemistry, the creative provides a subtle reference to the brand's history. We had a feeling that the Manchester climate would help us tell the story of weather protection and reflectivity to full effect and it did not disappoint.”
The work is the latest in a series of campaigns we’ve delivered for Ronhill, who we’ve worked with since our inception in 2018.
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