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T&P puts Northug back in the game

A few years have passed since Petter Northug had his glory days, but he’s still something of a rockstar in his native Norway. The multi-Olympic gold medalist marked a new era for the sport, swapping the traditional polite demeanor with a more cynical, yet playful mindset and tougher attitude.


Well aware of the efforts required of a whole team to achieve success, Northug and the brand developer BrandAssist – who has formerly created brands such as Ulvang, Johaug and Kygo – chose The&Partnership as their creative agency for the launch of the highly ambitious new sports brand.


The&Partnership teamed up with the GroupM partner Brandr to create the strategy and creative concept and launch campaign.


The brand kicks off with the launch of a Multisport Performance Eyewear Collection.


It’s safe to say Northug hasn’t lost his competitive spirit.
He is back. In your face.

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