Designed to cast a wider net for TimexIRONMAN to include everyday fitness runners vs. focusing strictly on triathletes. This program, created while employed as VP Creative in-house at Timex, resonated immediately with every level of runner across the globe by speaking to them on their own terms. Inspirational and aspirational at the same time to own the wrist and position Timex Ironman as an essential tool to having a good run.

Campaign elements included advertising, partnership events (NYC Marathon) and social media engagements. Embraced globally, IAAR helped Timex Ironman leap over competitors with thousands of posts and shares spiking awareness levels and sales to unprecedented levels.