Track&Field is a sportswear brand with over 300 stores spread around roughly 100 cities in Brazil. With the rise of the digital context and the advancement of important topics, such as well-being, balance, mental health, and body awareness, the brand needed to reinvent itself.

The brand needed to breathe new life into the business: leave behind a vision solely focused on performance and technology and connect with people’s needs and the movements of the world. Beyond visual and verbal expression, the big challenge was to understand how to translate these big moves into a brand experience with more personality. There was also the desire to create a brand language capable of bringing Track&Field closer to new audiences with a younger profile. The studio involved in doing so is FutureBrand São Paulo.

The insight was to change Track&Field from a sportswear brand into a healthy living platform. In this strategy, the brand adopts the concept of “breathe and go” and starts encouraging balance through movement. Thus, it keeps embracing the performance, but now without overlooking the lightness. Besides that, it becomes capable of promoting essential discussions and disseminating the reality of sports. In the visual universe, the logo becomes more suitable for digital, with thinner lines connected to lightness and well-being. The graphics refer to the sensations generated by the good hormones (serotonin, oxytocin, endorphin, and dopamine), released as a result of physical activity. The photographic style represents the movement, bringing unusual points of view of athletes during and after exercise.