NEVER TOO LATE
"Never Too Late" tells the remarkable story of professional trail runner Admire Muzopambwa: from humble beginnings and his journey to South Africa, to finding running later than most. A story intertwined with his battle at the 2025 UTCT 100miler. A powerful reminder to us all that your start doesn't dictate your finish.
Trail Running
Role
Production and Delivery
Timeline
8 weeks
team
Foolhardy and Warrick Creates
platform
Youtube
The Story
At UTMB 2025, we noticed something. ASICS had an incredible athlete in Admire Muzopambwa — and an incredible story sitting untold. Their trail running partnerships weren't being activated through story-led content. The exposure was there. The narrative wasn't.
We saw the gap and went after it.
What We Produced
A 25-minute long-form documentary - Never Too Late. Following Admire from his beginnings through to race day at the 2025 UTCT 100 Miler. Produced end to end by Foolhardy.
How we Delivered It
25-minute feature documentary
Full image bank across the event
Social cut-downs and short-form edits for all partners
Teasers and trailers building to release
Content delivered across ASICS, Wintergreen, The Boonies, and Revive
The Results
A brand narrative that actually moved people. Content that worked before, during, and after the event - and a framework we can scale for every athlete story on our roster.
20,000 views on YouTube
300,000+ views across all social platforms
100 people at the film premiere
Brand integration across four partners without compromising the story
