Every endurance athlete is different, but what do they all have in common? They will break bones, battle inner demons, face impossible odds and spit blood before they give up. They will Never Surrender. This powerful truth is also a motivating call to action that resonates with elite athletes and SiS customers the world over. Around this idea, we built a new creative language for the brand. Levelling up messaging, design, photography and film. When combined with insight driven storytelling, the Never Surrender campaign will continue to give Science in Sport a powerful and distinctive voice in sporting culture.