New York Road Runners announced a sweeping rebrand on Monday, its first in 15 years, introducing a new logo and a new brand platform, “Believe in Every Step,” as the nonprofit enters a period of growth tied closely to the boom in running participation.
The update follows a landmark year for the organization, which produced the largest marathon in history in 2025, with nearly 60,000 finishers at the TCS New York City Marathon. It also comes as New York Road Runners prepares to celebrate the 50th anniversary of the marathon’s five-borough course at the 2026 race on Nov. 1.
A Shift Years in the Making
Founded in 1958, New York Road Runners has grown from a small local running club into the producer of more than 60 adult and youth races annually, serving close to half a million people each year through races, free community events, and school-based programs across New York City.
The rebrand arrives shortly after the release of a new economic impact study showing that the organization’s year-round events generate nearly $1 billion in incremental spending for the city each year.
“This rebrand reflects our evolution from a local running club to the world’s premier running organization with expanding global reach and local impact,” said Rob Simmelkjaer, the chief executive of New York Road Runners. “It also reinforces our belief that running and movement can transform the health and well-being of our communities.”
A New Logo Tied More Closely to the Marathon
The nonprofit worked with the design firm Chermayeff & Geismar & Haviv to create a new visual identity centered on an abstract torch inspired by the Statue of Liberty. The image is intended to strengthen the visual link between New York Road Runners and its flagship event, the TCS New York City Marathon.
According to the organization, only about a quarter of people previously recognized that New York Road Runners produces the marathon. The new logo is meant to create more consistency across its races, programs, and communications.
The redesign replaces a logo introduced in 2011 and follows several earlier iterations. From 1977 through the early 2010s, the organization’s logo prominently featured an apple encircling a runner, a longtime symbol of New York City.
“Believe in Every Step” Replaces “Run for Life”
Alongside the new logo, New York Road Runners is retiring its long-standing “Run for Life” tagline. The replacement, “Believe in Every Step,” was developed with the creative agency YARD NYC.
“We’re thrilled to unveil our new logo and brand positioning,” said Juliette Morris, the organization’s chief marketing and digital officer. “The new look and feel elevate New York Road Runners as a brand that resonates in New York City and around the world as running continues to surge.”
The new platform emphasizes participation across ages and abilities, reflecting the organization’s mix of elite races, grassroots events, youth programs, and charity partnerships.
What Runners Will Notice
The new branding will begin appearing across New York Road Runners’ digital platforms immediately. The 2026 United Airlines NYC Half in March will be the first race to fully incorporate the new identity across signage and event materials.
For runners, the most visible changes will show up at start lines, finish areas, and race communications in the coming months. For the organization, the rebrand serves as a reset ahead of a major anniversary for the New York City Marathon, and a signal of how it sees its role in a rapidly growing sport.
