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Competition isn’t just about domination, or winning and losing. To me, it’s ultimately about freedom. Freedom to perform how you want, to be unconstrained by limits, to author a moment.

The work in the Win Better campaign captures the mindset of people who are ultra competitive but also stylish. The same desire that drives a person to race to the end of the block (for nothing more than bragging rights) is the same urge that makes it imperative that your outfit is always on point. You want to be unconstrained, you want to create an experience.

These spots highlight both sides of that desire in unexpected scenarios.