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