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47,000 runners through Madrid's streets every year. The challenge wasn't building a visual world from scratch, it was making adidas present throughout an event that already belongs to the whole city.
A system of codes was built in dialogue with Madrid's own architectural landmarks, the buildings and monuments runners actually pass on the route. Not generic branding dropped onto the course. Every piece designed to speak the same language as the city, so Adidas reads as part of the marathon's geography rather than a sponsor stamped over it. From expo pieces to on-route signage.
Madrid Marathon
Adidas
2024
A system of codes was built in dialogue with Madrid's own architectural landmarks, the buildings and monuments runners actually pass on the route. Not generic branding dropped onto the course. Every piece designed to speak the same language as the city, so Adidas reads as part of the marathon's geography rather than a sponsor stamped over it. From expo pieces to on-route signage.
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