USA Track & Field

The Challenge

For years, USA Track & Field (USATF) was seen primarily through the lens of the Olympics—an elite organization reserved for the nation’s top athletes every four years. Outside of that spotlight, the organization struggled to assert its presence as a national authority in the sport. With a limited reach beyond professionals, USATF faced an uphill battle to grow its membership, expand sponsorships, and build broader public relevance. The challenge was clear: transform USATF into a vibrant, year-round brand that resonated with not just elite athletes, but also everyday runners, coaches, and fans across the country.

The Insight

USATF didn’t need to reinvent itself—it needed to reveal its full story. Beneath the gold medals and world records was a community-driven, athlete-first organization with momentum, passion, and purpose. By shifting the perception of USATF from an exclusive institution to an inclusive movement, we saw the opportunity to engage a more diverse audience and establish a strong, ongoing brand presence outside of Olympic years. The brand had to feel alive—energized, approachable, and unmistakably at the heart of American running.

The Execution

Since the start of our partnership in 2011, Matchbook has been a creative and strategic partner in USATF’s evolution. We introduced a modernized visual identity that reflected movement and power—designed to energize current members and attract new ones. From branded campaigns to sponsorship materials, we helped translate USATF’s legacy into messaging that felt bold and inclusive. Every piece of creative work was grounded in the brand’s mission: to elevate the sport and empower all who participate in it, from grassroots to gold medals.

The Result

Our work helped propel USATF into a new era. From 2011 to 2016, the organization saw an 84.2% increase in annual revenue and secured 12 major sponsorships—including a landmark deal with Nike that enabled athlete stipends for the first time in USATF history. Beyond the numbers, the brand’s revitalized presence contributed to a surge in performance and prestige, culminating in standout moments at the 2016 Rio Olympics. Today, USATF isn’t just a name behind the world’s best athletes—it’s a brand that represents the full spectrum of American running, from track clubs to podiums.