Zirkeltraining™ product communication

Only one person makes bags out of recycled athletic-equipment leather and gym mats: father of gymnastics, Bernd Dörr. A rainy Wednesday, the spare-parts dealer in a 1950s courtyard, and the new tenant next-door are to blame for it.

Bernd Dörr discovered a pile of old gym mats and a few broken pieces of gymnastics equipment on the side of the road for garbage pick-up one day. The old worn-out leather was so beautiful that the idea occurred to him of making things out of it.

All he needed was a suitable name and an interesting image. Markus Kreykenbohm, a retro advocate and the right-hand man of the gymnastics father, took on the task of creating and communicating the brand and “mounted the right vaulting horse” with his choice of photographer Maria Brinkop. The brand in its communication wonderfully conjures up associations of gyms and gymnastics

The current product catalogue, printed on “Circle” recycled paper, shows photos playing on gym-class clichés in a magnificently ironic way, combined with historical illustrations of gymnastics equipment. On the homepage, old black-and-white film clips are scattered throughout the photos. The designer even used scented varnish to give the catalogue the smell of used leather. The history of a brand could hardly be told more consistently.

Watch a video of the catalogue.

Visit www.zirkeltraining.biz for more information.