Off-Duty.

SQUATWOLF was launching Off-Duty, a cotton line of fleece sets, track sets, tanks and T-shirts that the brand says is built to move from a training session into the rest of the day. The campaign drew on a habit the brand sees in its own community: training carries on well beyond the gym and a fixed routine.

The campaign is built on the line "discipline doesn't clock out": athletes are caught training when they are meant to be off duty. A teaser placed four members of SQUATWOLF's athlete community in separate interrogation rooms, each questioned about what they had been doing on their time off. Surveillance-style footage, city settings and a deliberately unresolved storyline ran ahead of the reveal of the campaign and the collection on 8 October 2026. The athletes and their habits were introduced first, with the products shown only after. Creative Lead Omar Kamali said the brand set out to catch its own athletes doing what its community already does, training wherever they happen to be.