ELEKTRON

Analog Soul. digital mind.

NÜO Athletics has never followed the conventional path. As the inventors of the adjustable dumbbell — the most copied in the world — they’ve redefined what strength training can be. With innovation at their core, NÜO continues to challenge assumptions, blending engineering precision with bold ideas and design clarity. They don’t just build products — they build momentum.

When it was time to launch their next generation of equipment, we knew the story had to match the ambition. We developed a campaign that broke from the performance clichés — No chrome, no flexing bravado. Just strength, reimagined. Under the concept “Rethink Your Workout,” we worked with a new kind of athlete — unconventional strength trainers, movement thinkers, and modern body workers — who embody NÜO’s belief that strength is not one-size-fits-all.

We developed a new visual identity, shaped content strategies, and reimagined how Elektron presents itself to the world — from web to interface, from launch materials to future-thinking product concepts. Together, we explored not just what Elektron builds, but the universe that surrounds it: a world of music, play, performance, and experimentation.

Elektron doesn’t just make tools — they build creative ecosystems.
And our mission was to help more people find their way in.

This was about opening doors — not simplifying the instruments, but amplifying the invitation. The soul remains analog. The mind stays digital. But now, the world around it is bigger.

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