Our Story

THE PLAY® is inspired by plays from American sports: rehearsed and highly specialized tactics. Sometimes, when all players execute their tasks to perfection, a play becomes history. Sometimes the unthinkable happens.

Such moments don't occur every day. They are fleeting experiences of monumental physical and mental performance. And we are deeply fascinated. Even though few of us score a buzzer-beater in Game 6 or an overtime goal against Argentina in the World Cup final, we can still recall the feeling from the gym, the swimming pool, and the field.

THE PLAY®'s vision is to reinvent the traditional sports poster in a format that visualizes athletes' performance and captivates the viewer. The products distinctly celebrate the Nordic minimalist style. Created in a timeless design that anchors simple geometry with strong visual interpretations.