No big statements. No dramatic finish lines.
Just another day reminding myself why I never stopped doing this.
Keeping the fire alive with @craftsportswear
📸 @miguelrua 🥷
The industry moves fast.
Faster every year. New launches. New faces. New narratives. Everyone chasing relevance. Visibility. Momentum. I understand it — that’s part of the game.
But the longer I stay in this world, the more I think about what actually lasts. Hype fades. Algorithms change. Strategies pivot. What remains is trust. Consistency. Real relationships.
Sitting between athletes, brands and communities, I get to see both sides.
Performance matters. Communication matters. Numbers matter. But meaning matters more.
Maybe it’s age. Maybe it’s experience.
Or maybe it’s just wanting to build something that still makes sense five years from now.
Not everything loud is meaningful.
📸 @miguelrua for @craftsportswear
A week that had it all — the chaos, the lights, the runs, the people.
From sunrise miles to pizza nights, from social runs to the marathon itself.
New York never disappoints.
Pop-up store, limited drops, shared miles, and a lot of Craft energy in the city that never stops.
@craftsportswear@lucia.newyork@sombraciv
Mammoth Trail Fest
Between the miles, laughter around the table, the feeling of being part of something bigger. Work and running weaving together, almost the same heartbeat.
Dust on my shoes
light fading behind the peaks
still, I keep smiling.
Mammoth, you’ll stay with me long after the trail ends.
📸 @miguelrua
Another UTMB comes to an end.
A week full of emotions, unique moments, and true teamwork. Every picture holds a piece of the story, and I couldn’t be prouder to be part of this amazing team.
See you next year Chamonix!
Tuscany moved, and we tried to keep up.
Feet danced on dusty trails, laughter spilled into the hills, and the light—oh, the light—did its part. Miles blurred into memories, frames into stories.
Would we do it again? In a heartbeat!
Just wrapped up an unforgettable weekend at the legendary Western States 100!
Some Craft team members came together like never before, proving that teamwork truly makes the dream work. From crewing at aid stations to crossing that epic finish line, the united effort was nothing short of inspiring. Here's to an amazing adventure and many more to come! 💪 #CraftTeam #WesternStates100
In the realm of art, imperfections can enhance the aesthetic experience.
In a world driven by reason and logic, there is an undeniable allure to the irrational beauty found in imperfections. These imperfections defy the expectations and conventions of perfection, challenging our preconceived notions and inviting us to see the world through a different lens. It also serve as reminders of the ephemeral nature of life. They remind us that nothing lasts forever and that embracing the fleeting moments of beauty can be far more fulfilling than striving for an unattainable ideal.
It is this very imperfection that makes the landscape awe-inspiring and breathtaking.
📸🖼️ @miguelrua
📍Coruxo, Vigo
🗓️ November 24, 2023
New York or nowhere!
That's what it feels like to breathe the vibrant air of the Big Apple, especially as the New York City Marathon approaches. This city, with its sky-scraping skyscrapers, bustling streets and neighborhoods full of character, is transformed into a stage for humanity and endurance.
But the real magic of the city is its people. People of all shapes, sizes, colors and creeds come together in a single cry of encouragement, of support, of love. They show you that New York is more than a place, it's a feeling, an attitude, a way of life.
The New York City Marathon is a mirror of the city: challenging, diverse, vibrant and absolutely breathtaking. It's a reminder that in life, just like in a marathon, it's not about how fast you get there, it's about the experience of the journey.
We’ll be back next year!
#craftsportswear
#tcsnycmarathon
📸 @miguelrua 🔥🗽
Embrace the love that surrounds you, treasure your friends, cherish your life partner, unbounded love that flows between you and your family.
In these moments you’ll find happiness, and in the symphony of life you’ll discover the most beautiful melodies.
1. Love ones
2. The Rider (2017)
3. Female power
4. Game changer
5. Unfinished happiness
6. Team (📸 @miguelrua )
7. Grand master
8. For you all
9. Let’s Rock!
