TEN THOUSAND
DO HARD THINGS
Born from an unyielding commitment to growth, Ten Thousand creates high-performance training gear for a large and growing community of athletes driven to be “Better Than Yesterday”. For Q1 of 2025 we kicked off the new year with “Do Hard Things” – a multi-touchpoint brand campaign focused on inspiring our community to embrace discomfort, choose the hard path, and push their limits day in and day out.
The primary campaign content consisted of a hero spot and spotlight featuring Sam Ayide and Austin Smith—two athletes that embodied the message of “Do Hard Things”. We challenged them to perform a 100lb. kettlebell carry across Manhattan, and the delivered. Completing the feat in just over an hour.
The campaign centered around a strategic series of wheatpastes targeting key demographic locations across Manhattan, a “Do Hard Things” community activation, and kicked off an all-new organic social series of the same name with the fist episode feating Sam and Austin.
To bring the campaign to life in a tangible way, we created a limited run of “Do Hard Things” contracts. These invited athletes and customers to commit to pushing themselves physically and mentally in pursuit of becoming “better than yesterday”.
The contracts were included in specially curated seeding kits and shipped with every order placed during the flight of the campaign.
YEAR / 2025
DP / GREG TRAVERS + GRAYSON WISE
PHOTOGRAPHY / GRAYSON WISE
PLATFORMS / OWNED CHANNELS + PAID SOCIAL