MARATHON MÜNCHEN by Brooks
Winner
Excellent Brands
Sports and Outdoor Goods
Details
As part of the rebranding, the traditional Munich Marathon was realigned and repositioned as MARATHON MÜNCHEN by Brooks. The strategic renaming strengthens the city’s identity. A new visual system, a user-experience-first communication architecture and a contemporary corporate design were developed. All touchpoints – from the website and out-of-home to digital and print communications as well as the customer journey – were redesigned to maximise relevance, emotional appeal and overall experience quality. The relaunch firmly anchors the new brand values: urban, open and community-driven.
The Jury‘s Statement
By repositioning the long-established running event as "MARATHON MÜNCHEN by Brooks", the brand gains a clearer connection to the city and a contemporary identity. The new visual system reorganises communication across all touchpoints and consistently follows a user experience-first logic. For a format shaped by orientation, anticipation and community, this creates brand management that is coherently geared towards participation and the event experience from the first contact onwards.
