Ten Thousand has long championed physical strength as a core part of personal growth, but relying solely on stories of stoic determination and raw power was limiting the brand’s ability to connect with to a wider audience. As Ten Thousand deepened its investment in community and broadened the definition of what it means to be a “Ten Thousand Athlete,” the brand embraced shifting cultural perspectives to redefine strength as something deeply human and profoundly empowering.

Running throughout the spring and summer of 2024, this two-month campaign aimed to expand Ten Thousand’s reach and reframe what strength looks like. Its title draws inspiration from the brand’s iconic “X” motif—a symbol of dedication and personal commitment to growth in all its forms. Those who wear the “X” join a growing community of individuals striving to become stronger not just physically, but in every aspect of life.

The Sign of Strength campaign brings this new vision to life by highlighting four athletes from diverse backgrounds, disciplines, and life experiences. Though different in many ways, they’re united by a shared commitment to self-improvement, perseverance, and the relentless pursuit of becoming “better than yesterday.