Born from an unwavering commitment to progress, Ten Thousand creates high-performance training gear for athletes driven to be “Better Than Yesterday.” For Q1 2025, we launched Do Hard Things—a brand campaign inspiring our community to embrace discomfort, choose the harder path, and push their limits every day.

The campaign centered on a hero film and athlete spotlight featuring Sam Ayide and Austin Smith, who embodied the message by completing a 100lb kettlebell carry across Manhattan in just over an hour.

We amplified the story through a targeted wheatpaste series across key Manhattan neighborhoods, a Do Hard Things community activation, and a new organic social series of the same name, beginning with Sam and Austin’s challenge.

To bring the idea to life, we created limited-edition Do Hard Things contracts—personal pledges inviting athletes and customers to commit to pushing themselves physically and mentally. These were included in curated seeding kits and shipped with every order during the campaign.