Inside Track
World Athletics gives you the inside scoop…
The brief
World Athletics offer a large amount of content through their website.
Kids 'Athletics Day 24 was hugely successful. 2025
was the year to push it
even further!
The client felt that these had to be put under a banner as they were going more unnoticed than they should be. To achieve this, Inside Track was created. An account for users which offered more in the way of exclusive videos, competitions and other content.
This would require a large suite of content and imagery for use with the platform. Ranging from video content, social content, In stadium advertisement and email templates.
This branding would then be used across content for every World Athletics organised event, eventually being seen by millions of viewers in total.
The approach
Social Media
The above video would be translated to various social platforms. As such, I had to ensure that it would function and have the same effect regardless of dimensions.
Emails
Emails were also created making use of the Stripo platform. The emails would often make use of a partially animated header.
Stadium Screens
As Inside Track was a company wide initiative, advertisements were able to be played in stadiums where World Athletics events were being held. This was a huge achievement personally as it was a more physical representation of my work and would be seen by thousands of people at each event.
Lets add some neon
Lets add some neon
As Inside Track was a company wide initiative, advertisements were able to be played in stadiums where World Athletics events were being held. This was a huge achievement personally as it was a more physical representation of my work and would be seen by thousands of people at each event.
As Inside Track was a company wide initiative, advertisements were able to be played in stadiums where World Athletics events were being held. This was a huge achievement personally as it was a more physical representation of my work and would be seen by thousands of people at each event.
As Inside Track was a company wide initiative, advertisements were able to be played in stadiums where World Athletics events were being held. This was a huge achievement personally as it was a more physical representation of my work and would be seen by thousands of people at each event.
The outcome
A key part of the Inside Track became the use of a neon style stroke that would be used to create icons but even highlight key parts of information. It feels particularly different from the core World Athletics look and feel while retaining the essence of their colour palette. I had a key role in making this an important part of the brand, one which would become difficult to part with (for the client and myself) upon the creation of Inside Track's successor:
World Athletics Plus.