World Triathlon

A dynamic brand for World Triathlon as innovative as the movement they lead and unite.

As a young sport, the International Triathlon Union (ITU) appointed RBL to help define their sports place within the sector and their own role within the triathlon ecosystem after a robust and transparent process.

Changing their name from ITU to World Triathlon marked the start of a journey which eventually, through close collaboration with RBL, would transform them from an traditional governing body into an inspiring leader of a fast-growing, global movement.

From attending grass roots events to capitalising on international meetings, we consulted extensively with elite athletes, partners, participants and the wider global multisport community.

Time after time, we heard how triathlon is loved because, no matter who you are or what your ability the sport allows you to feel included and to achieve something truly out of the ordinary. Vitally the sports leaders also saw these principles as core to World Triathlon’s role – keeping triathlon extraordinary while making it ever more accessible.

To maximise the sports profile and increase participation we needed to create an identity that would reach the broadest community, well beyond elite athletes, to attract new participants and partners – a brand that was relevant, dynamic and distinct.

The best way for World Triathlon to achieve their ambitions is to help us all experience our own unique and extraordinary triathlon moments.

From the joy of completing your first triathlon to the thrill of recording a PB, the new World Triathlon brand invites you to ‘be your extraordinary’.

For the identity there was a desire to move away from a literal representation to something that tapped into what it feels like to take part in a triathlon, what it means to be extraordinary.

Participants describe the feeling of harmony that comes from exercising your mind, body and soul as you push through the earth, air and water. To reflect this, the new identity consists of three apexes formed from the movements of athletes, one feeds into the next, permanently in motion, perfectly balanced.

This dynamic balance flows through the wider brand language to create a brand that can flex to excite and inspire the most hardened of competitors or provide a friendly welcome to the newest participant. It can adapt to provide the authority needed to keep the sport safe and clean or the excitement needed to create spectacular entertainment.

31 years after ITU was first formed they have a new brand able to keep innovating and inspiring as they take the sport to new levels.

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“We were excited to work with RBL because they instantly ‘saw us’, helping us recognise the strengths and weaknesses of our identity in a way that made it possible to see the exciting opportunities the new brand would bring. They then demonstrated real strategic thinking and innovation to create a global brand not only capable of fulfilling that potential but surpassing it. Working on this rebrand with RBL has not only felt like a true partnership, it’s also been a real pleasure.”

Kris Gemmell
Head of Marketing & Commercial, World Triathlon