Creating a new sportswear brand for parkrun

Contra

Branding

parkrun came to us with an idea – a totally new sportswear brand that would not only cater to the largest range of sizes on the market, be non-gender specific and ethically made but also create a secure revenue stream to support parkrun itself. All we had to do was name and brand it.

Problem

parkrun came to us with an idea – a bold vision to disrupt the sportswear industry. This would be a totally new sportswear brand that would not only cater to the largest range of sizes on the market, be non-gender specific and ethically made but also create a secure revenue stream to support parkrun itself.

Solution

We created the name, messaging and visual identity for Contra. The core idea was about ‘running against the grain’ – something Contra are trying to do against the industry behemoths, doing something totally different. This was brought out in the visual identity through the reversed N in the wordmark and symbol, and a single reversed arrow in the wider graphic language. The tagline ‘Movement for Everyone’ captured the essence of the movement that Contra has set out to create.

Impact

Contra had over 7,000 orders in the first year, bringing in £315,000 revenue and generating over £70,000 profit for parkrun.