Carl Lewis was the star in a breakthrough campaign, picking up from the success of the legendary red high heels poster photographed by Annie Leibovitz, the brand went for a major repositioning.

Embracing the line “Power is nothing without control” the new campaign launched with broadcast and new ads on a global scale. Every detail was meticulously crafted, with Carl’s suit created from the tread of the P6000.

With an emphasis on the balance between power and control where “power” is shown as the inner force that drives people to go further, and “control” is the indispensable element required to reach any destination.

The campaign rolled out into all divisions, and Carl continued to be the face of the work for the Dragon GT Motorcycle tires.