Brooks Running — Boston Marathon Hype House
Commercial Illustration · Merchandise Design · Brand activation
project overview
Brooks Running commissioned me to create an original illustration for its 2025 Boston Marathon Hype House, a five-day retail and community activation in Boston's Back Bay. As one of three participating Boston-based artists, I developed artwork for a limited-edition canvas tote produced live for runners and visitors throughout Marathon weekend.
THE CONCEPT
Rather than focusing on Boston landmarks or traditional running imagery, I wanted to explore the human experience of starting a race.
My concept, The Start Line, centers on the moment immediately before a run begins—when excitement, nervousness, determination, anticipation, and uncertainty all exist at once. Through individual personalities and expressions, the runners each experience that moment differently while coming together as one collective community.
The idea grew from a simple thought: the hardest part is often starting, but starting alongside others makes the journey feel possible.
CONCEPT DEVELOPMENT
I initially presented three directions—The Start Line, The Spectators, and The Stretch—exploring different aspects of running culture. Brooks selected The Start Line for its human-centered perspective and emotional approach to running.
From there, I developed a dense cast of expressive characters representing different ages, bodies, personalities, and abilities. Humor, exaggerated expressions, and the tightly packed composition capture the nervous energy and controlled chaos of the starting line.
DESIGN & PRODUCTION
The final illustration was created within a 9 × 12-inch production footprint and designed to sit alongside Brooks’ vertical wordmark. Subtle Brooks branding was incorporated into runners’ clothing and race details, allowing the brand to exist naturally within the illustrated world.
Working on an accelerated production timeline, the artwork moved through creative review, legal approval, heat-transfer proofing, and final production.
The finished design became one of three artist-created tote options available at the Hype House throughout Boston Marathon weekend.
