Pre50: The 50th Edition of The Prefontaine Classic

ABOUT THIS ENTRY

In 2025, The Prefontaine Classic reached a historic milestone: its 50^th edition. Regarded around the globe as the world’s greatest track and field meet, the event serves as a living memorial to distance running legend Steve Prefontaine. 

From graphics for athlete announcements on social media to the finish line tapes broken through for world records, the golden milestone was celebrated through a striking visual identity. 

The overall Pre50 brand package carried the spirit of Steve Prefontaine across every facet of the event. 

How does this represent "Excellence in Engagement"?

The intention and execution of the Pre50 art direction generated tangible business results through anniversary-specific partnerships, limited edition merchandise, and strategic story placement. 

The art direction also contributed significantly on the revenue front, with specific numbers included in the confidential section. Pre50 produced 45 SKUs of merchandise, ranging from custom Pre50 Air Max 1 shoes, to a commemorative program, to a custom Pre50 x Nike N7 x Pendleton blanket. Pre50 also partnered with 44 different businesses who activated with and alongside the Pre50 art direction and brand package. The ticket revenue generated was the highest ever in event history.

When it comes to outright reach of the branding, over 27 billion media mentions were generated through both owned and earned channels. 

Objective

The primary objective of Pre50 was to generate awareness of the 50^th edition of The Prefontaine Classic while driving engagement from fans, athletes, legends in the sport, media, and partners. This campaign and its art direction was built with the intention of being activated across the event as a whole, from stadium branding, to merchandise, to digital graphics, and everything in between. 

Strategy & Execution

Pre50’s art direction was created to honor the history of the meet’s first 50 years while meeting the needs of modern sports fans.  

The primary logo lockup used the meet’s original font from 1975, with the modification of being tilted forward 13 degrees to visually signal a commitment to forward thinking and advancement. 13 is also the number that Steve Prefontaine wore on his racing singlet throughout his high school career. 

“Anniversary Gold” was added to the meet’s primary color palette of “Relentless Black” and “Timeless White” for 2025, providing an immediate visual signal to all fans and consumers alike that the meet is celebrating its “golden anniversary.” The gold motif was used in every piece of creative and merchandise, including limited edition Pre50 Air Max 1 shoes, which were created in partnership with the meet’s presenting sponsor Nike. Against the “Relentless Black” backdrop, the “Anniversary Gold” popped and caught every fan’s eye.  

A photo realistic gold texture was used in the main logo application as well as an accent across additional assets. Black and white textures with gold marbling became effective staples of the overall look – presenting themself across all digital channels as well as in stadium branding. 

Organizations

• TrackTown USA

  The Prefontaine Classic

Links

•   Website

Featured

• Athletes who made significant impact on the event in its first 49 editions were represented in multiple designs and assets 

  The meet’s namesake

• Steve Prefontaine
• and the meet’s winningest athlete ever
• Maria Mutola
• were used in all design mediums. We also used the opportunity that the meet’s 50^th celebration provided to officially name the women’s 800m race as the “Mutola 800m
• ” her signature event
• going forward. All other athletes listed below were highlighted through design on the meet’s digital channels in addition to the physical design elements. 

  Athletes used for Pre50 brand and cobranded product promotion:

  • Cole Hocker

  • Janee' Kassanavoid

  • Sinclaire Johnson

  • Elliott Cook

  Athletes featured on the meet’s poster

• printed and distributed to all fans: 

  • Steve Prefontaine

  • Maria Mutola

  • Sha'Carri Richardson

  • Alan Webb

  • Hicham El Guerrouj

  • Gail Devers

  • Lance Deal

  • Rai Benjamin

  • Reese Hoffa

  • Brittney Reese

  • Mary Decker Slaney

  • Keely Hodgkinson

  • Connie Price Smith

  • Sonya Richards-Ross

  • Valarie Allman

  • Ryan Crouser

  • Joe Kovacs

  • Jakob Ingebrigtsen

  • Michael Johnson

  • Mondo Duplantis 

   

  Athletes prominently featured in fan festival design: 

  • Steve Prefontaine

  • Maria Mutola

  • Mac Wilkins

  • Leann Warren

  • Mary Decker Slaney

  • Joaquim Cruz

  • Lance Deal

  • Sergey Bubka

  • Gail Devers

  • Michael Johnson

  • Liu Xiang

  • Sonya Richards-Ross

  • Galen Rupp

  • Faith Kipyegon

  • Elaine Thompson-Herah

  • Chase Ealey 

   

  Athletes prominently featured in athlete hotel design: 

  • Steve Prefontaine

  • Maria Mutola

  • Alan Webb

  • Brittney Reese

  • Connie Price Smith

  • Gail Devers

  • Lance Deal

  • Mary Decker Slaney

  • Michael Johnson

  • Reese Hoffa

  • Sonya Richards-Ross 

   

  Athletes prominently featured in the event’s commemorative printed program: 

  • Steve Prefontaine

  • Maria Mutola

  • Alan Webb

  • Galen Rupp

  • Brittney Reese

  • Bernard Lagat

  • Gail Devers

  • Connie Price Smith

  • Andrew Wheating

  • Hicham El Guerrouj

  • Kevin Sullivan

  • Eliud Kipchoge

  • Craig Mottram

  • Mutaz Barshim

Credits

Justin McIntyre
Art Director
TrackTown USA

Jake Willard
Brand Director
TrackTown USA

Karen Ramming
Chief Marketing Officer
TrackTown USA

Danny Bowman
Sr. Manager, Engagement
TrackTown USA