MARATHON MÜNCHEN by Brooks
Winner
Excellent Brands
Sports & 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.
