Philadelphia Marathon

Mighty Engine first partnered with the City’s Managing Director’s Office in 2006 when the Philadelphia Marathon was ready to stand taller in a crowded field of regional and national rivals. The goal was clear: boost the brand, sharpen the marketing strategy and raise the marathon’s profile so more runners would choose Philadelphia, not just for the course, but for the whole experience—all to support community economic development.

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We began by developing a new logo based on both the God of Speed’s iconic winged foot and the similarly-shaped the Schuylkill River—a brand that continues to energize the marathon twenty years later. 

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Over seven consecutive years, we also helped shape the messaging around what made this race different, highlighting the fast-paced course while simultaneously promoting Philadelphia as a welcoming, family-friendly destination with the tagline: “The best time of your life.” 

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Other messaging that emerged as favorites among marathoners and spectators alike, solidifying the brand, included: Kick Asphalt, Redefine Possible and Push Through. 

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The Philadelphia Marathon surpassed registration goals, growing from less than 10,000 to its course capacity of nearly 30,000, attracting elite runners as well as first-time marathoners. We also helped the city secure several title sponsors, supporting revenue-generating strategies that strengthened the event’s sustained growth. 

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By 2013, the Philadelphia Marathon was reaching capacity earlier than ever, drawing more than 60,000 spectators and generating an economic impact  of more than $20 million for the city. 

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And the momentum continued. By 2025, participation had climbed even higher, with 37,000 runners taking part in Philadelphia Marathon Weekend and both the half and full marathons selling out months before race weekend. 

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Nearly 20 years after Mighty Engine helped reposition the Philadelphia Marathon, the event continues to deliver on the promise at the heart of that original brand strategy: a world-class race that is unmistakably Philadelphia.

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