Saucony
London 10K 2025
London Runs as One — the Saucony London 10K returned with renewed energy for 2025.
Saucony Europe asked us to build on the success of the 2024 race, evolving the London 10K identity to align with the brand’s latest global guidelines. The challenge was to stay true to the race’s community spirit while updating graphics, assets and storytelling for 2025.
With Saucony’s new global brand line, Run as One, we evolved the toolkit with subtle tweaks and updated the brand guidelines, ensuring full connection to the refreshed direction.
We created a race film "Chasing the Finish Line: A Journey of Emotion". This was shot in reverse tracking, focusing on runners’ faces to capture emotions and inclusivity. A diverse group of Saucony-affiliated run crews took turns as heroes, grounding the story in community.
We then brought these updates to life through physical touchpoints and brand storytelling.
We refreshed the race kit with a look that feels collectible and wearable, extending visibility beyond race day.
Runners in London come from many crews, communities and backgrounds - yet this is the one day they all run as one. Our T-Shirt design reflected this, with Saucony’s global brand line, Run as One.
We delivered a refreshed toolkit, physical race assets and a teaser video series designed for shareability and to build anticipation of the event. Authentic collaboration with crews such as Your Friendly Runners ensured resonance across communities, reinforcing Saucony’s current direction.
Credits
Production Company: Amity Studio
Creative: Rosie Lee Creative
Exec Producer: Jake Kenwright
Producer: Adam Strawford
Prod Manager: Milly May
Director: Duncan Lewis
AD: Oliver Hill
AD Runner: Tommy Chadwick
DoP: Stephen Dunn
1st AC: James Wicks
Gaffer: Tom Nowell
Spark: Sebastian Nowell
Art Director: Alan Scott
VFX Supervisor: Johan Barrios
Runner Talent Your Friendly Runners: Ciaran Duce, Ken Taylor, Daisy Simpson
Tease Music: Jama Little AKA Jammz