SUB:3 takes its name from the ultimate marathon milestone — breaking the three-hour barrier. It’s a number that represents obsession, discipline, and belief in what the body can endure. The brand was built around this fixation with time. Seconds are stretched, distorted, repeated — a visual language drawn from race clocks and digital readouts. Typography bends under pressure, mantras loop across surfaces, and 02:59:99 becomes an icon of possibility. Packaging, apparel, and campaign material carry the same urgency. They look more like race posters than nutrition branding, designed to live on the street, in clubs, and at the track. Each piece acts as both product and provocation, urging runners to push harder. SUB:3 is more than fuel. It’s a culture. A rallying point for those who run against the clock — and win.