Every Woman's Marathon

→ Associate Design Director # Branding # Event # OOH # Digital # Website
Agency: GALE
ECD: Geoff Edwards
Creative Director: Andre De Castro
Senior Art Director: Janelle Lamothe
Designer: Sumeru Shekhar
Design Studio: Yung Studio

Marathons were never made for women. Not the facilities. Not the training guides. Not even the gear. Milk has always championed female athletes, so we decided to do something about this disparity. Instead of simply sponsoring a race, we decided to create our own. 

To erect a race for women by women we partnered with running icon Kathrin Switzer,  the first woman to complete the Boston Marathon in 1967 to design a more supportive course, training program, and nutrition guidance. 

Then we collaborated with a female led design studio to create a whole system that would represent the inclusivity and energy of our race. The design was applied to communications, event signage, running apparel, race awards, and even a custom running shoe - one of the first ever designed specifically for female athletes.