At a time when sports records are front and center in the conversation thanks to the Olympics, Why_Run, the most famous running store in Milan, wants to draw attention to a record that is likely to go unnoticed: +234% rainfall in Milan during summer. Runners are indeed the first to suffer from the adverse weather conditions brought on by climate change.
The campaign depicts through stolen shots the impossible attempt to run from climate change with an unavoidable message: “Climate change is faster”.