Marathon Sports Unveils New Brand Identity as It Enters 51st Year

May 7, 2026

A new logo and branding mark the next chapter for one of New England’s most influential running brands

BOSTON, Mass. (May 7, 2026) /OUTDOOR SPORTSWIRE/ — As it enters its 51st year, Marathon Sports today unveiled a new brand identity, introducing a modern logo and branding designed to carry one of New England’s most respected running brands into its next era.

Founded in 1975, Marathon Sports has grown from a beloved local run specialty retailer into one of the sport’s most trusted retailers, with deep roots in New England and influence far beyond it. The new branding honors the brand’s heritage and community while building a sharper, more distinctive expression for the future.

At the center of the new look is a bold icon paired with an updated Marathon Sports wordmark. Clean, confident and unmistakably modern, the new mark gives the brand a more recognizable presence across stores, events, merchandise, partnerships and media, while still staying connected to the original Marathon Sports spirit.

“Marathon Sports has earned real trust from runners, communities, brands, and people who care deeply about the sport for over 50 years,” said Ben Cooke, president of Marathon Sports. “We wanted an identity that respects that history, but also looks and feels ready for contemporary run culture. That is a delicate balance. We selected Upstatement, our design agency, to guide this process. Their editorial mindset, blending disruptive design and storytelling, captured Marathon Sports’ identity and pushed us further than what felt familiar.”

A logo inspired by the energy of running

The new logo draws inspiration from the motion and defining moments of running. The result is a contemporary and distinctive feel that stays rooted in the physical experience and culture of the sport. Marathon Sports has long served runners across disciplines and experience levels, and the rebrand was designed to feel equally at home on the track, trail or road.

The original Marathon Sports logo that is familiar to generations of runners will continue to have a place within the brand, particularly in heritage storytelling and select retro merchandising concepts. Moving forward, the new branding will become the primary expression of Marathon Sports.

As Marathon Sports celebrates five decades in business, it is also investing in the next era of the brand by expanding its event footprint, creating broader and more meaningful community touchpoints, and building deeper collaborations with brand partners to deliver the best in technical performance gear and real human experiences to runners across New England.

The new identity will roll out across Marathon Sports retail environments, digital channels, community events, content, branded materials and product applications throughout the year. The launch will be supported by a series of visual assets that introduce the new branding through the lens of the motion, energy and culture of running itself.

For Marathon Sports, the rebrand is both a milestone and clear step forward, reflecting a trusted brand and strong vision for the future.

About Marathon Sports

Founded in 1975, Marathon Sports is a leading run specialty retailer and community running brand based in New England. Known for expert service, technical product authority and deep roots in the running community, Marathon Sports serves runners of all levels through its retail locations, events, partnerships and digital platforms.

Media Contact:
Ben Cooke, Marathon Sports
ben.cooke@marathonsports.com