New York Road Runners (NYRR), the organization behind the TCS New York City Marathon, has announced a significant rebranding effort, introducing a fresh logo and a new brand platform titled ‘Believe in Every Step.’ This marks the first update to their branding in 15 years, coinciding with a period of unprecedented growth for the nonprofit.
Recent insights from NYRR’s 2025 economic impact study reveal that the organization’s year-round events, which include over 60 races for both adults and youth, generate nearly $1 billion in incremental spending for New York City each year. This rebrand follows the record-breaking 2025 TCS New York City Marathon, which saw 59,226 finishers, making it the largest marathon in history.
The new logo, created in collaboration with brand consultancy Chermayeff & Geismar & Haviv, features an abstract symbol inspired by the torch of the Statue of Liberty. This new icon is intended to forge a more direct visual connection between NYRR and its signature event, as a 2025 survey by Morning Consult indicated that only 25% of people recognized the link between the two.
Rob Simmelkjaer, CEO of NYRR, emphasized that the rebrand reflects the organization’s evolution from a local running club to a leading global running entity, underscoring their commitment to inclusivity and the current state of running. He expressed optimism that running can enhance the health and well-being of communities, one step at a time.
In conjunction with the new logo, NYRR is retiring its longstanding ‘Run for Life’ tagline, and the new platform, ‘Believe in Every Step,’ aimed at celebrating the resilience and potential of runners of all backgrounds, has been introduced with the help of creative agency YARD NYC.
Juliette Morris, Chief Marketing and Digital Officer at NYRR, expressed excitement about the unveiling of their new logo and brand identity, which represents the organization’s vision and mission in a modern and inclusive manner. She highlighted that the new branding enhances NYRR’s stature as a prominent name in both New York City and the global running community.
The rebranding will be implemented across digital platforms immediately, with the 2026 United Airlines NYC Half in March set to be the first event to fully embrace the new identity. This refresh also heralds the upcoming celebrations for the 50th anniversary of the five-borough marathon course, which will take place on November 1, 2026.
Established in 1958, NYRR has expanded from a local running club to a major organization with nearly 95,000 members, serving approximately 670,000 individuals annually through its races, community events, and youth running programs. This rebranding is not just a cosmetic update, but a reaffirmation of NYRR’s commitment to inspire and engage runners of all levels while deepening its connection to the community it serves.