New York Road Runners (NYRR), the non-profit organisation that produces the TCS New York City Marathon, has unveiled a rebrand featuring a new logo and a new brand platform called ‘Believe in Every Step’.
The brand refresh, the organisation’s first in 15 years, arrives during a period of record growth for the non-profit. Recent figures from NYRR’s 2025 economic impact study revealed that its year-round events – including more than 60 adult and youth races – drive nearly US$ 1 billion (US$934 million) in incremental spending to New York City annually.
The rebrand also follows the 2025 TCS New York City Marathon, which became the largest marathon in history with 59,226 finishers.
The new visual identity, developed in collaboration with brand consultancy Chermayeff & Geismar & Haviv, features an abstract symbol inspired by the Statue of Liberty torch. This iconography is intended to create a stronger visual link between the organiser and its flagship marathon. According to a 2025 survey by Morning Consult, only 25% of individuals previously recognised the connection between NYRR and the race.
Rob Simmelkjaer, Chief Executive Officer of New York Road Runners, said “This rebrand reflects our evolution from a local running club to the world’s premier running organisation with expanding global reach and local impact, while representing our commitment to inclusion and the state of running today – an activity for people of all ages, abilities, body types, and backgrounds.
“It also reinforces our belief that running and movement can transform the health and well-being of our communities, one step at a time.”
Alongside the new logo, NYRR is retiring its long-standing ‘Run for Life’ tagline. The new platform, ‘Believe in Every Step’, was developed with creative agency YARD NYC and is designed to celebrate the resilience and potential of every runner, regardless of experience level.
Juliette Morris, Chief Marketing and Digital Officer at New York Road Runners, said “We’re thrilled to unveil our new logo and brand positioning, which represents New York Road Runners’ mission and vision with a contemporary, inclusive, and timeless visual identity.
“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.”
The branding will roll out across digital channels immediately, with the 2026 United Airlines NYC Half in March serving as the first event to fully incorporate the new identity on-site. The refresh also marks the start of celebrations for the 50th anniversary of the five-borough marathon course, which will be held on November 1, 2026.
Founded in 1958, NYRR has grown from a local club to an organisation with nearly 95,000 members. It serves approximately 670,000 people annually through its races, free community events, and youth running initiatives.
