L&T Sport is a German fashion, sports and lifestyle retailer in Osnabrück. In early 2018, it opened a sports store, equipped with everything for sports. The campaign “it is in you” explores the emotional and individual aspects of sport and focuses on the basis for every sport: motivation. A total of 29 motifs were created, each referring to a specific sport. By using authentic statements and realistic imagery, they present the different motivation of athletes and non-athletes and aim to encourage people to do sports – or even to improve.