01
Context
ASICS partnered with us to document the extraordinary journey of athletes training at the legendary Chojo Camps across Kenya and Ethiopia — environments widely regarded as the birthplace of some of the world's greatest distance runners.
FILE №02ASICS · CHOJO CAMPDOCUMENTARY · KE / ET
← INDEX▸ DOCUMENTARY PARTNERSHIP · MULTI-YEAR
Chojo
Camp.
Where the world's greatest distance runners are made. Iten. Addis. Repeat.
Photographer: Desmond Louw / Hotseat Agency
§03 — THE WORK
FOUR BRIEFS02
Approach
We embedded with athletes over an extended period, prioritising authenticity and observation over production-heavy storytelling — depth, trust and continuity over time.
03
Execution
Two weeks on location across Kenya and Ethiopia. Training, recovery, daily life and cultural context — captured for long-form storytelling and supported by shorter-form assets distributed across digital and social.
04
Impact
An immersive, credible body of work that reinforced ASICS' commitment to performance, discipline and long-term athlete development — at the highest level.
§04 — CONTACT SHEET / CULTURE
ITEN · ADDIS
Photographer: Desmond Louw / Hotseat Agency
Photographer: Desmond Louw / Hotseat Agency
Photographer: Desmond Louw / Hotseat Agency
Photographer: Desmond Louw / Hotseat Agency
Photographer: Desmond Louw / Hotseat Agency
Photographer: Desmond Louw / Hotseat Agency
Photographer: Desmond Louw / Hotseat Agency
§05 — DELIVERABLES
- D-01Long-form documentary edit✓
- D-02Short-form social cuts✓
- D-03Editorial photography library✓
- D-04Athlete & coach portraits✓
- D-05Cultural context & B-roll✓
▸ FILED UNDER
DocumentaryPerformanceFootwearKenyaEthiopiaLong-formSocial
§06 — TAKEAWAY
Not a campaign about running. A study of the people who do it best.
Embedded over two weeks, the work prioritises trust and observation over production. The result is a body of content that reinforces ASICS' long-term commitment to athlete development, captured at the source.