INSIGHT
Pentathlon GB decided to launch a new participation focussed sub-brand to drive awareness and uptake. As a multi-sport competition Pentathlon is perfectly suited to attract future fans, who pursue and celebrate hybridity.
IDEA
It’s time for a hard reset on what it means to be an athlete. The next gen sports stars need a next gen sport. A hybrid, holisitc outlet that’s more than one dimensional and that inspires them to be better in life, and in sport.
MY ROLE
Brand Naming
Brand Strategy
Design Direction
