We’ve got some of the world’s fastest runners. We’ve got some of the highest jumpers. The strongest throwers. But we’re Canadian. And that means we have a hard time being boastful. We’re polite. But as our athletes step onto the world stage, not one of them will go unnoticed. This is Canada’s time to shine. This is where we stop hoping, stop apologizing. And start creating a stage for our athletes to win.
Athletics Canada’s branding was corporate and functional, much like any of the other semi governmental sporting organizations. We needed to build a brand that people could rally behind, with the ultimate goal of inspiring people to cheer for team Canada during the 2021 Tokyo Olympics.