El Paso Marathon is Now Springfoot

The Project

The El Paso Marathon Foundation helps provide active El Pasoans with various races throughout the year for their running and walking enjoyment. Early in 2016, the board of directors decided their flagship event, The El Paso Marathon, needed a branding overhaul. CultureSpan Marketing was chosen to help get them across the finish line.

The Approach

During initial conversations with our client, it was revealed that the foundation’s audience wasn’t aware of all the events included in the race. While it does consist of a marathon run, as noted in its original name, there are also the half marathon and 5K run/walk events that participants can join. The foundation asked CultureSpan Marketing to help develop a new name, look and feel that would represent all three types of races. The new look and name would also convey the excitement of the event while also being reflective of the region in which it takes place. 

After a bit of brainstorming and creative collaborating, the client chose Springfoot Marathon, Half Marathon and 5K Run/Walk as the name for their flagship event. The name Springfoot was inspired by the multiple quick and nimble critters we can find scampering throughout the desert landscape we call home. It also serves as a verbal abstraction that brings to mind swiftness, speed, energy and other attributes that come with a multi-faceted race.

In late September, the new name and logo were revealed at the end of the McKelligon Canyon Challenge 5K Run/Walk along with a news release sent to area media outlets regarding the new brand identity. An advertising campaign to help build awareness of the name change and new look included prints ads, billboards, digital ads and radio commercials. The campaign was strategically developed to target an audience that includes both active race participants as well as potential registrants who are curious about 5K races. 

The new look has also been included on custom posters, promo items for race registrants and an informational brochure with a unique, pocket friendly fold. Springfoot’s multiple social media platforms were also updated and used as vehicles to help announce the new image. A reskin of the website also utilized the logo, its colors and design elements from the campaign artwork. When race day arrives, participants will be able to take home the new name and look on technical t-shirts and custom medals that include variations of the design.

The creative team had a great time helping develop the foundation’s new look for their flagship event. It may have even inspired some of us to join the race as well! If you’re interested in joining the fun, visit SpringfootElPaso.org for event information and to register today.