Umbro’s latest campaign celebrates training as a way of life. In this film, we meet Emily, a bodybuilder and personal trainer, who loves “the feeling of feeling strong”. And for Emily, being strong goes beyond having a strong physique, as her sport also gives her great mental strength.“Throughout the session when your weight training you can feel how good it feels as you’re training. You’re feeling it all the way through and then afterwards as well. It’s addictive in that sense, you’re instantly getting that feel good effect”, says Emily.How can an individual sport become a communal experience? Bodybuilder and personal trainer Emily speaks of the contagious, shared experience of training with others. “There’s a massive community feel. You’ll walk into the gym and people will ask you, ‘how’s your training going’.“Even though you’re not training together, you’re sharing that same experience, that same energy. And if everyone’s feeling that same rush and that same energy then you’re walking into an amplified version of your session.“There’s nothing better than having someone next to you cheering you on. Or if you look over and your friend’s going for a PB, there’s nothing better than standing back and just cheering them on.”

Agency – Common Ground
Director / Photographer – Chris Baker
DOP – Thomas
B-Cam – Harvey Gibson
Editor – Will Cole
Colourist – Nick Watson
Stylist – Tilly Hardy
Producer – Janice Carrie