‘Never run from a challenge’
Running Brand Naming Case Study
How we helped an emerging Maryland running shop find the perfect name and story.
THE CONTEXT
Runners can only go as far as their training takes them. Marathons aren’t ran overnight. It takes grit, commitment, drive, consistency, support. Unfortunately, today’s running brands have fallen behind when it comes to empowering runners with effective solutions. They’ve chosen revenue over relationships. Products over people. Selling over service. The modern runner doesn’t need more, they need better. We partnered with a group of entrepreneurs in Maryland to help them take their idea for a running brand across the finish line.
THE WORK
Our partnership started out with a brand listening/discovery session. In order to build an authentic running brand, we needed to learn about their experiences, interests, challenges, and more. Who were they trying to reach? What were they trying to solve? What made them unique? Why running? After compiling an extensive document of relevant information, we got to work. In under 10 days, we followed a proprietary brand naming process to deliver a handful of name options (checked with USPTO and paired with available domains) for their consideration. We worked alongside the team to guide them through the review process, helping them consider every angle and hone in on the ideal name: Freestate Running.
WHAT WE DID:
Brand exploration and discovery
Audience analysis and competitor audit
Naming presentation with strategy (two rounds)
Collaboration and finalization
Story development
THE OUTCOME
As a result of our work together, the team now had a name as exciting as the brand itself. A nickname for the state of Maryland, ‘Freestate’ doubled as a nod to freedom and independence as well as to the out-of-body experience one feels while running. A deliberate stand against big-box brands and cookie-cutter stores, Freetstate Running takes a personal, hands-on approach to create a better running experience.
THE TAKEAWAY
A great brand name does more than identify a product — it tells a story, sparks emotion, and creates an instant connection with the right audience. By blending strategy with creativity, we developed a name that captured the essence of movement, performance, and innovation. This project reinforced that the best names aren’t just catchy; they are purposeful, memorable, and built to stand the test of time. Just like a great pair of running shoes.
