To launch its special-edition Pace 4 watch, COROS tapped creative agency Battery to develop a campaign that deliberately veers from traditional athletic wearable advertising. “Fearless” is a dark, cinematic brand film starring two-time Olympic champion Jakob Ingebrigtsen.
Instead of spotlighting speed, splits, or motivational clichés, the campaign borrows from the horror genre to explore fear, control, and the psychological cost of elite endurance. Ingebrigtsen can be seen alone running through a moody forest while the camera cuts to a zombified version of himself, which he eventually comes face to face with before he runs the other direction. “From the production side, we knew Fearless couldn’t feel like a traditional product spot. The goal was to create a film with real emotion, atmosphere and tension — something that reflected the psychological side of competition. With Fearless, Battery helped us build that story of confronting fear, while still keeping COROS grounded in performance and authenticity.” – Lewis Wu, CEO and Co-founder of COROS
The high-pressure spot ends with Ingebrigtsen checking his watch before turning back to face his personified fear. The idea stems from the insight that every runner is either chasing something or running from something, a tension that speaks to both middle and long distance athletes and everyday runners alike. “We saw a unique opportunity to break from what die-hard runners typically expect from this category,” said Phil Khosid, Co-founder and Chief Creative Officer at Battery. “As runners ourselves, we didn’t want to rely on the usual performance tropes. Instead, we leaned into the psychological side of racing – the tension, doubt, and internal pressure that only serious runners truly understand. It was important to really tap into those emotions and reframe fear as fuel.”
Ingebrigtsen has been vocal in recent years about overcoming fears rooted in a traumatic childhood, adding deeper cultural and emotional weight to the film.
The concept resonated so strongly that “Fearless” became the official name of the watch itself, reinforcing its positioning around control, resilience, and choosing challenge over comfort. The creative that prioritizes cultural tone and emotional resonance over functional messaging, a notable departure in the wearable space that injects cultural magnetism into the COROS brand.”This is my longest period of interrupted training. I have always seen myself as a fearless person, but I am now learning more about what fearless means to me. There are always distractions and things trying to disrupt what you’re doing, but you need to stay focused on the main goal. What really matters is showing up and facing it. You still have to give 100%.” — Jakob Ingebrigtsen
The global campaign launches across North America, Europe, and Asia on organic and paid social, including Meta, TikTok, YouTube, and the COROS website.
