The PaceUp Herald
The Challenge
In an environment dominated by fleeting digital content, the cultural weight and prestige of the London Marathon are often lost in the noise of social media feeds. We identified a gap in how the "world's greatest Major" was documented: a tangible, curated piece of content that captured the expansive community spirit of marathon season in the capital.
The Strategy
To celebrate London as (in our humble opinion) the world’s greatest major, we created The PaceUp Herald, a free, physical-only newspaper. By intentionally avoiding a digital version, we created a "moment in place and time" that demanded physical presence, turning a piece of sports media into a collectable item for runners and fans alike.
