• by Fern Siegel , 5 hours ago

New York Road Runners has debuted a new logo and brand platform/campaign — its first in 15 years. 

The organization is responsible for 60 annual adult and youth races and providing free community programs, as well as the largest marathon in history. Nearly 60,000 finishers of the 2025 TCS New York City Marathon contributed to NYRR’s nearly $1 billion in incremental spending in the city. (This year’s race is Nov. 1.)

Brand consultancy Chermayeff & Geismar & Haviv developed the abstract visual identity, inspired by the Statue of Liberty torch. Yard NYC created the "Believe in Every Step" brand platform. The new tag replaces the familiar “Run for Life.” 

Rob Simmelkjaer, CEO of New York Road Runners, said the rebrand “reinforces our belief that running and movement can transform the health and well-being of our communities, one step at a time.”

The platform will roll out alongside a year-long brand campaign across New York Road Runners’ channels, events and experiences. The United Airlines NYC Half in March serves as the first race to incorporate the new branding across signage and event materials.

Juliette Morris, New York Road Runners Chief Marketing and Digital Officer, added: “The new look and feel elevate New York Road Runners as the powerhouse brand that resonates in New York City and around the world as running continues to surge as both a sport and a lifestyle.”