The task was to evolve the visual language into a system that felt sharper, more dynamic and unmistakably sports-driven.

This update needed to support a broad range of applications, from multi-sport campaigns to platform UI, broadcast assets and high-visibility marketing.

The refresh centred on clarity, ownability and scalability. Key elements included extending the iconic V-shape into a distinctive graphic system, introducing an elastic border for instant brand attribution.

Refining the overall visual hierarchy and elevating the art direction across all formats, honing in on expressive, high-energy sporting moments—capturing the emotion, intensity and focus that define peak performance.