Coach Atallah
Coach Atallah has dedicated his life to helping men show up at their best in all aspects of life. Helping him bring that energy to life was incredible.
Adam Atallah is deeply connected to the people around him. His grandpa (much like my own) played a huge role in shaping the man he became. His favorite saying was "here's to your health".Â
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After hearing that, nothing else would do for a tagline.
In the early stages of the brand development, we researched Nike and Gatorade, but when all was said and done, we landed on a more timeless approach to athletic branding rather than hopping on a trend.
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We used the person and brand of Muhammad Ali to create a confident brand that was approachable and friendly while remaining deeply serious about the betterment of the men Adam coaches.
Here is my favorite thing I wrote for the brand:
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What’s a short-lived title run compared to a dynasty?
Atallah is here to help champions run further and fight harder than ever before.We’re bringing back training the way it was always meant to be by giving high performers the space, training, and confidence to hit peak production in every aspect of their lives. We don’t expect it to be easy, hell, we don't want it to be easy – cause no bell worth ringing ever is. Greatness ain’t given, let’s take it.
