COROS, Battery Launch Pace 4 Campaign Across 3 Regions With Jakob Ingebrigtsen
Updated
Updated · Shots · May 20
COROS, Battery Launch Pace 4 Campaign Across 3 Regions With Jakob Ingebrigtsen
4 articles · Updated · Shots · May 20
COROS and agency Battery unveiled a global campaign for the special-edition Pace 4 watch, led by Olympic champion Jakob Ingebrigtsen and rolling out across North America, Europe and Asia.
Battery framed the launch as psychological horror rather than a standard performance ad, using a thriller-style film to depict fear, doubt and mental pressure in elite endurance racing.
Jakob Ingebrigtsen’s reflections on fear, resilience and a traumatic childhood helped shape the campaign’s tone, while his recent interrupted training added a personal layer to the message.
Meta, TikTok, YouTube and the COROS website are carrying the paid and organic push, as the brand tries to stand out from the polished motivational style common in wearable marketing.
Is COROS's psychological horror campaign a marketing masterstroke or a risky brand misstep?
When does using an athlete's trauma for marketing cross the line from authentic to exploitative?