ZALANDO
MARATHON IDENTITY

The Marathon identity is an amplification of the core Zalando brand, designed to create a consistent and recognisable presence across global running events. It’s not a sub-brand, but a scalable system that enables local teams to deliver cohesive, high-impact activations.

Its visual language builds on established brand moments from 2025, evolving them into a unified direction tailored to performance and movement. Rooted in the energy of running culture, the identity is bold and expressive, using the Zalando wordmark, Zalando Sans, and the core colour palette to create a strong and confident presence across all touchpoints.

Through local activations and tailored storytelling, the Marathon identity connects with running communities in a relevant and authentic way. A flexible design system allows for localisation, adapting messaging and content to resonate with specific audiences while maintaining overall brand consistency.

In partnership with local agencies, the system equips teams with the tools to amplify the core brand—balancing consistency with creative expression to ensure every activation feels both unified and culturally attuned.