Known for its visually striking campaigns featuring dancers, runners, and yogis, Oysho continues to expand its athletic storytelling. Following its January campaign highlighting skiers, the brand now turns its focus to the dynamic world of parkour with its latest initiative, Freedom in Motion. Fronted by Parkour UK’s own Lynn Jung, the campaign brings together talented female parkour athletes from across Europe.
Set against an urban landscape, the campaign captures the beauty of parkour while delivering a strong message of empowerment and breaking barriers. As a traditionally male-dominated discipline, parkour offers a powerful way to challenge stereotypes and redefine perceptions of strength and athleticism.
At Parkour UK, we believe movement is for everyone, and we encourage more brands to recognise and support the incredible athletes who push boundaries every day. Campaigns like this not only celebrate parkour but also inspire more people to take part and explore the world through movement.
Kudos to the creative team at Oysho! We absolutely love this campaign.
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