INEOS 159 Challenge

To create a striking and significant brand identity for the INEOS 159 Challenge which would run across all physical and digital marketing communications and collateral including onsite activations for this extraordinary global spectacle.


Our branding was seen by more than 500 million people across the world who tuned in to watch Eliud Kipchoge cross the finish line and break the last great barrier of modern athletics. From the Finish gantry, the race hoarding, the clothes worn, the official merchandise, the tumbelator, the supporting digital campaign, social graphics, official souvenir brochure, everything for this epic challenge was designed by the creative team here at Into the Blue. The results for INEOS brand were extraordinary with nearly 80% sponsorship recognition and double the google searches for INEOS than the Tour de France.