Need: Looking to expand interest in sports beyond the Olympic Sports, the United States Olympic Committee decided to create an event that included a variety of sports from a select group of National Governing Bodies. The inaugural event was in need of a name, a brand, collateral, advertising and arena design.

Approach: Adrenalin was brought on as the branding experts; specifically assisting with the naming, sales brochures, media collateral, print campaign, radio spots and Web site.

After developing the “Titan Games” name, Adrenalin then developed and extended the Titan brand across all marketing initiatives. This included a unique branding strategy for which individual pictograms were created to represent each sport.

Result: The Titan Games were a huge success. Attendance exceeded expectations and sponsors embraced the event and ensuing co-branding opportunities. In fact, members of NYC2012 in attendance were so pleased with the outcome that they hired Adrenalin to work on the World Championships of Freestyle Wrestling at Madison Square Gardens.