The challenge
321sport set out to create a unique running competition that would stand out in Romania’s active sports community. They wanted a race that speaks to both competitive runners and everyday enthusiasts, focused on personal growth, not just rankings.
Our role
We partnered with 321sport to shape the entire identity and communication of this new concept:
- Developed the naming: The Running Cup (Cupa Alergării): simple, memorable, and deeply relatable.
- Designed the visual identity and logo, tailored for digital and live events.
- Produced print and digital materials for on-site and online use.
- Crafted the online communication campaign including visuals, key messaging, and social media assets.
The concept
The Running Cup became Romania’s first knockout-format running cup, where every participant races head-to-head across multiple distances, from 100m to 5000m. Each runner challenges their physical limits while experiencing the spirit of friendly competition.
Highlights
- Over 250+ participants (128 women & 128 men) registered for the physical edition.
- A fully booked competition hosted at Lia Manoliu Stadium, the most iconic athletics track in Bucharest.
- The online version engaged hundreds of runners nationwide, transforming it into a community phenomenon.
- The finals were live-streamed and generated massive engagement from the Romanian running community.
The outcome
The Running Cup became a milestone in Romanian running culture. The mix of playful yet challenging mechanics and a vibrant brand identity brought together both performance runners and amateurs. Photos taken by Adi Bulboaca.
Testimonial
The people from The AWE Institute have vision, clarity and we were able to create together long-term and truly meaningful projects for society
Radu Restivan – The Sports Architects | 321sport | Alergado