2022 USA XTERRA World Championships
The Opportunity
To host any running race has challenges. To host a XTERRA Race is a challenge times 10, and makes a Sunday 5K at the park more of a training run than National Championship. What we have learned at BAP is that as the race elevates in stature, so do the branding expectations. The races have to create a different feeling. The look and feel at the starting line, it resonates with fans and participants. Then somewhere in the middle of the race directional and sponsor signage becomes essential and then nearing the finish line, the expectations are at the highest of highs. It is nearing the finish line when you add all those visuals and feelings up and the sum of reality is the energy is electrifying and the branding is at a premium.
At the XTERRA USA Championships in 2022, the energy that every racer is starving for…comes in the form of spectators and the environment. With spectators comes sponsors and the need for
hospitality. What works between the Xterra race team and Brand Asset Partners is that with every differentiator they are looking to elevate the event, and we are there to help and just like racers thrive with competition, BAP strives to deliver the perfect race sign.
The Challenge
This years challenge came in the form of new courses, new signage and a tight timeline. It was a challenge for the race team, but to BAP…this is all in a days work. We thrive on projects like this.
The Solution
No challenge can be handled solo, a team is required by BAP to pull together all the different printed elements needed to turn a blank race canvas into a world class branded event.
Digitally printed Mesh Fencing must be easy to hang while providing excellent linear feet of logo after logo options. We print this to spec to make sure they are not dragging on the ground. Rolls come in 150’ linear sections so that with just a few rolls your impact is very visible.
Branded Tents were spread out at key positions near the start/finish and throughout the course allow for both spectators and key race personnel to have shelter, shade and plenty of branding.
Feather flags with hard surface bottoms or spike stake bottoms are branding elements that double in purpose. Sponsor logos and race directional elements are perfect examples of how you can go vertical.
The final element that we were able to focus on was the truss coverings. When truss are used as monument structures to hold digital clocks and to create a semi-permanent structure, covering it with lycra or coro is a perfect way to maximize branding on the most visible of assets.
Conclusion
The XTERRA events continue to be the benchmark on a global level. They are extreme, they push their competitors to limits many didn’t know they could achieve and all the while they are run as professionally on the backend as any race series in the world. Their branding has to be on point and work all the time for the safety of their participants to the message from their sponsors. We at BAP are one cog in the wheel, but at the same time so very proud of the work we complete for the Xterra team and everyone that sees it.
To learn more about the XTERRA race series visit https://www.xterraplanet.com