Running long distances was never meant to be easy. It becomes even harder when the body becomes a barrier. For runners diagnosed with medical conditions such as heart disease, diabetes, spinal disorders, chronic pain or neurological disorders, that is the reality. Yet the passion for running, and for life, remains.
This program celebrates the passion and accomplishments of runners who benefit from medical technology. This first of it’s kind program event brings people diagnosed with medical conditions such as heart disease, diabetes and spinal disorders from around the world to run in the Medtronic Twin Cities Marathon.
We brainstormed internally and came up with the “spark of life” tagline. The branding needed to be colorful, simple and engaging to reflect that thinking. We worked closely with Medtronic team to launch this brand and got famed distance runner Alberto Salazar to be the spokesperson for the event. The new identity was applied to advertising, interactive and website branding for the Global Heroes program.