Why Black & White?

Why Black & White?

As you’ve probably noticed, the Durare brand colors are black and white. Even our photos are black and white. Let me explain.

For starters, the world we live in is loud, colorful, hectic, and often times overwhelming. We’re hit by stimuli from all angles, all day long. Everything around us screams “look at me!” Our decision to use a black and white color palette was in part to help calm the mind by reducing visual complexity - to turn down the volume a bit. After all, our desire to go for a run, a ride, or a swim is motivated by a need to “escape” the madness and to help reset our mindset, attitude, and outlook.

Black and white photos are beautiful. They help strip away the distractions in a photo and bring focus to the human effort, the athlete, the suffering, and the determination.

By using black and white photos we are also conveying a sense of timelessness. It reflects our content, which is classic and universal. It reminds us that even the most recent iconic events in endurance sports are on the same level are the ones that took place long ago.

We chose black and white to bring out a sense of nostalgia for the amazing human performances of the past and how they shaped endurance sports into what it is today. For example, you could argue that without Emil Zatopek’s impact on the sport of running, Josh Kerr may not have broken the 1 mile world record. Every performance is directly tied to and inspired by performances of the past.

Last, but not least, it bears reminding that endurance sports are often about finishing. That pertains to training sessions and races alike. With respect to racing, anyone who has ever stood on the starting line of a race knows that goal number one is to finish. Period. It’s that simple. It’s black and white.