Brand Strategy, Creative Alignment & Cultural Expression

Quebec’s largest organized running event sought a renewed expression that resonated with today’s runners. By grounding the marathon’s evolution in a clear narrative framework aligned with PRAISE’s values, product and storytelling were elevated through inclusivity, modernity, and cultural relevance. Strategic alignment across creative and operational teams ensured intent carried through to execution during a high-pressure, single-moment event. The outcome was a unified marathon experience that felt contemporary, intentional, and inclusive.