Founded in 2003 in the mountains of Northern England, INOV8 built its reputation as a specialist trail running brand. For two decades, its "get a grip" slogan and unique foot-shaped logo made it iconic in the niche world of off-road running. But as the brand expanded into hiking and gym categories, it risked being seen as too specialist and misunderstood by a broader audience. To fuel the next 20 years of growth, INOV8 needed a refreshed identity and positioning that would retain its heritage while unlocking mass appeal. That’s where we came in.
We developed ‘Ambition in Motion’ as a new positioning, an idea designed to inspire and challenge anyone who wears or interacts with the brand. Internally, it became a benchmark for sustainability, behaviours and innovation. Externally, it reframed INOV8 as a brand for all who want to move with ambition, whether on the trails, in the gym, or across everyday life. Our creative task was to evolve INOV8’s brand identity so it could carry this new ambition without losing sight of its pioneering roots.
For the first time in its 20-year history, INOV8 handed the reins over to us for a full rebrand. The new identity simplified INOV-8 to INOV8, making it bolder and easier to read, and replaced the iconic foot-shaped logo with a new talon mark, symbolising grip, control, and balance - qualities central to the brand’s ethos. It was rolled out across product, retail, and digital channels, anchored by a new footwear collection that introduced the biggest-ever design changes in INOV8 history, including new foot-contouring fits and performance-enhancing technologies.
At launch, the rebrand was revealed through the debut of a revolutionary new off-road running shoe, the first expression of the new identity and positioning. From there, the brand rollout extended across global markets, energised by a refreshed management team and founder Wayne Edy’s continued hands-on involvement in product innovation.
The rebrand marked a milestone moment for INOV8, setting the foundation for accelerated growth across running, hiking, and gym categories. The talon logo quickly became a recognisable symbol of the brand’s evolution, while ‘Ambition in Motion’ established itself as both a rallying cry internally and a distinctive challenge externally. Early product launches under the new identity generated strong traction in global markets, positioning INOV8 to expand its audience while staying true to the pioneering spirit that made it a leader in trail running.
INOV8 founder Wayne Edy said:
“The new identity and footwear collection are game changers. They’ll supercharge us into the next two decades with a modern look and feel that is more relevant across all our categories, while retaining the heritage upon which we’ve built international success.
The use of the new talon logo is crucial in this. Much like birds use their talons to grip to a surface, to create a sense of control and balance, our talon logo does the same, reflecting the long-standing proud design ethos of our footwear.”
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