The Essence of Winning
With the inaugural World Athletics Ultimate Championship scheduled for September 2026 in Budapest, the event has unveiled a visual identity and brand strategy. Developed by FutureBrand, the brand focuses on celebrating the thrill of competition and the essence of winning.
The Ultimate Championship organizers say the event will bring together world champions, Olympic medalists, and top athletes in a three-day event to settle who reigns supreme. Taking place from September 11-13, 2026, the competition promises to be a high-energy spectacle of running, jumping, and throwing.
.
.
At the heart of the brand is the Star Flare — a 3D logo symbolizing the explosive energy and intensity of athletics. The star represents the core disciplines of the event: running, jumping, and throwing, while its dynamic motion optimizes its presence across digital platforms. The visual identity combines a monochromatic base with vibrant gradient accents, mirroring the iridescent energy of the Star Flare. This bold, celebratory color palette reinforces the brand’s modern, high-impact appeal.
.
.
The brand’s tone is built around the traits of being obsessive, audacious, and dramatic, designed to capture the intensity of the competition and make athletics more accessible to a global audience. Maria Ramos, World Athletics’ Director of Brand and Marketing, explained, “We wanted to create a brand that energizes athletes and fans and stands apart through its ambition and vision.” The visual identity team included FutureBrand Global CEO Nick Sykes and Head of Strategy Sam Hollis.
.
,
FutureBrand is also focused on crafting a memorable experience for fans, from pre-event interactions to in-competition moments.
.
