As the film recounts, the British ultra-runner’s story is one of resilience and determination. On Thursday, activewear brand Vuori released the latest film in its ongoing ‘Body Follows the Mind’ campaign. Titled ‘Body Follows the Mind: Volume 2, Featuring William Goodge,’ the short film chronicles the inspiring journey of British ultra-runner and former rugby star William Goodge, known for his remarkable 2023 run across the United States, where he covered 3,064 miles in just 55 days.
Filmed in the stunning desert landscape of Joshua Tree, California, and directed by Vuori’s in-house team, the 12-minute, 30-second film explores the emotional backstory of William Goodge's cross-country run. As the story unfolds, viewers discover that Goodge embarked on this monumental journey to cope with the deep grief of losing his mother to cancer in 2018. “Running gave me ultimate space to think through things without distraction,” Goodge said in a Vuori blog post.
“It handed me a usable physical outlet for energy I had stemming from an emotional place ...
The beautiful thing about running is sometimes I don’t think about anything. I get lost; it feels meditative. Whatever happens when I’m out there putting one foot in front of the other, when I finish the run, I always feel better, more calm, or have come to a more sound decision about something.
” Through compelling visuals and heartfelt storytelling, the ad showcases Goodge’s resilience and passion for running and demonstrates how an active lifestyle can be a powerful tool for emotional healing and personal growth. By focusing on Goodge’s journey, the brand aims to inspire others to lead extraordinary lives through movement and mindfulness, presenting an active lifestyle as a holistic approach to achieving both physical and mental well-being. Founded in 2016 by Joe Kudla, Vuori is an American activewear brand that has rapidly gained popularity in recent years.
The company leverages a variety of marketing strategies to connect with its audience, including social media engagement, influencer partnerships, and community-building events that foster a sense of belonging among customers. The release of the new film also coincides with the launch of two new products from Vuori: the $78 Run Qualify Short and the $88 Terra Run Tee. Designed for runners of all levels, these items are featured throughout the film and are made with lightweight, quick-drying, and soft materials, according to the brand.
Body Follows the Mind: Volume 2 builds on the success of the campaign’s first installment, which premiered in May and featured pro surfer Taylor Knox, who overcame a near-paralyzing spinal injury at age 15. By sharing authentic stories of perseverance and mental strength, Vuori continues to position itself not just as an activewear brand, but as a community that champions personal growth and resilience. The new ad is now available to view on Vuori’s YouTube channel and Instagram account, with additional amplification coming from detailed blog post on Vuori’s website.
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