World Athletics Ultimate Championship
- View other case studies related to - Brand Strategy
- View other case studies related to - Visual & verbal identity
- View other case studies related to - Brand Experience
- View other case studies related to - Sport & Leisure
- View other case studies related to - London
Defining a class of one
World Athletics Ultimate Championship is a major new global competition summoning the world’s greatest athletes to settle the debate. Debuting in September 2026, it is a new blueprint for athletic contest aiming to captivate fans and create lasting evangelists for the sport.
To build a brand that signals difference and broadens appeal without compromising the integrity of one of the world’s oldest sports, we needed to understand what fundamentally drives people to engage with athletics – and how the Ultimate Championship could tap into this in fresh ways.
The brand idea ‘Class of One’ is an audacious focus on winning above all else and the moments that matter most to audiences. Visual identity, brand experience and tone of voice bring this idea to life and are designed to showcase athletics like never before.
The visual identity fuses high-impact design with a futuristic aesthetic. It centres on a simple yet meaningful logo symbol: the ‘Star Flare’. Designed to be universally recognisable, the star reflects the awe, excellence and positivity of competition. Its explosive, radiating form represents the energy, intensity and drama of athletes in pursuit of excellence. Contemporary 3D rendering and dynamic motion behaviours maximises its presence across digital channels.
The iconic symbol unlocks limitless visual expressions in a broad, unmistakable system of patterns, icons and supergraphics – all informed by its distinctive character. A monochromatic colour palette is complemented by vibrant gradient accents that mimic the iridescent surface of the hero symbol.
Together, these elements form a visual identity that is distinctive, impactful and celebratory – making elite competition unmissable.
Our goal was to create a brand that not only energises athletes and fans alike, but also stands apart through its distinctive tone, ambition and vision. Collaborating with FutureBrand allowed us to tap into inspiration from both within athletics and far beyond it – bringing fresh perspective and depth to everything we built.
Maria Ramos, Director of Brand and Marketing, World Athletics