R.A.D®, the cult performance footwear brand, has unveiled its Spring / Summer campaign, Factory Racing. Celebrating the transition into the functional and fitness racing competition season, it marks the brand’s inaugural seasonal collection which will see 2 styles and 7 colourways across R.A.D®’s training product range launch on 26th March.
Factory Racing will serve as the narrative across all brand activity for R.A.D® throughout Spring / Summer, and debuted at the CrossFit competition, Wodapalooza on 12th March. The campaign signals the start line of the competition season: the training has been done, and it’s now time to perform. Embodying the transition from preparation to performance, it taps into the energy and momentum its community has built over the “off-season” as the competitive fitness season heats up.
The introduction of R.A.D®’s first-ever bi-annual seasonal collection will see its industry renowned R.A.D® ONE V & R-1 shoes drop in 7 colourways (including 5 V2s and 2 R-1s), with additional new styles and shoe models also set to launch in the coming months. This marks a shift for the brand which created a cult-like following from its hype drop model, where launches would sell out in just minutes, to now making core and seasonal R.A.D® colourways available to a wider audience.
The first two collection colourways were exclusively previewed to the CrossFit community and early adopters of R.A.D® at Wodapalooza, the competition the brand launched at in 2022 with its first-ever trainer: the R.A.D® ONE – a shoe which broke boundaries with its fusion of uncompromising functionality and streetwear aesthetics, captivating the training community.
The campaign will be rolled out with a series of activations at CrossFit competitions and fitness racing events across the 2026 season via R.A.D®’s ‘Factory Racing’ van drops and the return of its Acid Athletics fitness league, a competition which attracted approximately 140,000 participants across over 1000 gyms last year.
Ben Massey, Founder and CEO of R.A.D® comments: “As a brand, we want to capture the unique feeling of euphoria that training and competing produces. Factory Racing was born from this encapsulation of the energy and momentum that we build in the off-season. The hard work is done, and now it’s time to show off all the hours spent training on the competition floor, whether that be CrossFit or fitness racing. Kicking this campaign off at Wodapalooza, our fifth year there, where we launched R.A.D® was an incredible way to celebrate and connect directly with a core part of our community who have been loyal to us from day one.”
The Factory Racing collection will go live on rad-global.com from 4pm GMT / 11am EST on Thursday 26th March.
Founded in 2019 by Ben Massey, R.A.D® was born in the CrossFit space and is quickly expanding into the broader training world. The brand blends skate and surf culture with performance footwear and apparel, using a drop model to create buzz and exclusivity. Ben, with a background in fashion and a previous CrossFit competitor and gym owner, sought to fill a gap in the market by designing performance footwear that balances style and function. R.A.D® is making waves in training, gaining recognition from athletes and grassroots communities.
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