Just designing wasn’t enough – we wanted to see how it works. So we gave the new appearance of Kingtape room to unfold: in motion, in context, in real time. Because good design shows itself not only in the draft – but where it is applied.

With the new CI we gave Kingtape a form that radiates strength – reduced, clear, focused. But a brand doesn’t live on paper. In the case of Kingtape that means: it has to prove itself – in movement, under tension, on real skin.

At the first shooting, the tape went exactly where it belongs: onto the bodies of the athletes – in the midst of effort, concentration and control. And a product that works when it matters.

We were on site. With camera, with video rigs, with a sharp eye for every detail. We observed how the tape takes hold. How it supports movements, makes dynamics visible and adapts to the body almost as a matter of course.

Making design visible is one thing – making it come alive is another. We were there for both.