Ironman is undoubtedly the toughest of all endurance races. We were asked to design and launch a retail experience that could parallel the intensity and energy of the legendary triathlon.


Through our Discovery Process, we uncovered parameters and challenges that needed to be designed around and within. Amidst the rush of emotion and anxiety felt during the check-in process, we needed to create an experience that was clear and direct.


Our goal was to be efficient, engaging, and memorable. To achieve this, we designed a kit of parts to optimize the displays, improve traffic flow, and highlight the product itself.


We created super bold graphics that provide not only organization and liveliness, but also a dynamic monument entry piece. This new retail experience boosted sales and reinvigorated a brand that people are proud to be a part of.

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