“I don’t like change, but I like this.”
I lost count of how many times I heard that about Walden Hyde’s rebrand of US Biathlon.
We get to do a lot of really cool work, but this one stands out.
Not just because I love biathlon. Because of the transformation.
Rebrands are hard. There are always a lot of perspectives and a lot of emotional attachment. And success is tricky to measure, often judged by the loudest critics.
Which is what makes this evolution for US Biathlon so satisfying.
Most rebrands aim to bring new energy into an organization, and if you follow US Biathlon, that’s exactly what you feel.
From the kits, to the results leading up to the games, to the smiles and camaraderie of the team, US Biathlon is buzzing.
And ICYMI, if you’re a fan or just curious about the sport, check out Long Shots: US Biathlon’s Underdog Story on Peacock. It’s great.
I can’t wait to watch the new brand in action at the Winter Games this weekend. US Biathlon is chasing the podium, and they’ve got a real shot.
We’ll see you out there.