Fully dressed in their turnout gear—coat, pants, boots, breathing apparatus, helmet, etc.—firefighters carry some 60 pounds of protective clothing to every call. The garments firefighters wear are heavy, the fabrics inflexible. The fact is, as they fight a fire, they’re also fighting their gear. Globe’s gear was different, cut and assembled in a way that made the garments lighter, and more flexible. Movement was easier, and the job less physically taxing. In short, the gear is designed to move with, not against, the firefighter. Firefighting is physically demanding work. Firefighters actually think of the job as an athletic endeavor. As with equipment that’s designed for athletes, Globe’s gear is designed to enhance performance. To help firefighters perform at their peak. This insight provided the direction for a new brand platform: Athletic gear for firefighters. An integrated advertising campaign was developed to support the position and tell the Globe story with honesty and emotion. The “athletic gear” strategy is expressed in print, digital, social and experiential mediums, and communicates a unique and meaningful position in the category.