World Triathlon is the global governing body leading the sport of triathlon and uniting the multi-sport movement. Founded in 1989 as the International Triathlon Union, a name change to World Triathlon had already been agreed before RBL was appointed in a competitive tender process at the end of 2019. With a strong track record in transformational rebrands and campaigns for sports teams, national and international federations and global multi-sport events, RBL was the expert creative partner the Board were looking for to guide them through this complex, creative process.

Keen not to jump to conclusions or obvious creative executions, RBL conducted extensive research across the global triathlon community in the first quarter of 2020. Board members, staff, elite athletes, age groupers, novices and commercial partners were all consulted about their current views and their expectations of the new brand.

Central to the project was a clear articulation of World Triathlon’s brand strategy, aligned with the organisation’s agreed strategic objectives. RBL approached this challenge knowing that the sport was at once accessible and extraordinary, tapping into a strong desire for personal challenge, strong community bonds and rigorous competition. Careful consultation gave the diverse Board the confidence to embrace a powerful new brand narrative that invites athletes at every level to ‘be your extraordinary’.

With the brand strategy agreed, RBL then focused on creating a new identity system, better suited to both digital and physical channels, that would work at both a global and continental level. This new identity celebrates the dynamic balance at the heart of the sport that combines the disciplines of swim, bike and run with the human mind, body and soul and the natural elements of earth, air and water.

“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

“As soon as we met the amazing people behind World Triathlon we wanted to capture the extraordinary spirit of this unique and fast-growing global sport. With a much stronger emotional appeal that celebrates both elite athletes and first-time triers, World Triathlon is now more confident and compelling as the global body leading and uniting the multi-sport movement for the benefit of all.”

Rebecca Battman, Founder and MD, rbl brand agency

The new brand was officially launched on 1st October on www.traithlonlive.tv and www.triathlon.org

For further information on RBL’s rebrand visit https://rbl-brandagency.com/work/world-triathlon/