Sprinting to the Finish Line for Bold Brand Activations

Dent Studio approached us with a clear objective: to bring the Adizero: For The Fast pop-up event to life through striking branded touchpoints across the city. From the bib collection zone to the finishing line and the exterior of the city’s iconic Impossible Bar, the aim was to create a cohesive and memorable live experience for thousands of runners and supporters.

Dent Studio led the creative direction and branding design for this standout event. The Impossible Bar became a striking visual landmark in the heart of Manchester, capturing attention throughout the marathon weekend.
Utilising Dent Studio’s fast-paced imagery, we were tasked with printing mammoth graphics to cover the facade of the building. We wrapped both sides of the venue using easy dot vinyl, chosen for its clean removability and smooth application on glass surfaces, perfect for temporary activations like this.
These large-scale graphics were printed in-house using our swissQprint Nyala 4,a state-of-the-art flatbed printer renowned for its precision, versatility, and vibrant colour output—perfect for creating striking visuals at scale while meeting the demands of tight event deadlines.
To extend the branding impact beyond the building itself, benches and exterior facades were clad in Correx, a lightweight, weather-resistant material ideal for short-term outdoor use.

For the bib collection area, we created a fully immersive branded environment within Impossible Bar designed to enhance both flow and experience.
At the heart of the space was a custom-built Xanita board walkway, guiding runners through the area. As the walkway needed to be functional, the branded was minimal focusing on the core branded red and logos of the event. This lightweight yet durable material is not only structurally rigid but also 100% recyclable. These statement walls were printed on our swissQprint Nyala 4 flatbed printer, which can deliver 206 sqm of vibrant print an hour.
To effectively manage high footfall and streamline the user journey, we combined cardboard engineering with strategic layout planning. Functional elements were kept on-brand with custom-designed branded tablecloths in the statement red with the Manchester Marathon logo featuring prominently.

Upstairs, the brand activation continued with bold, high-impact visual elements that tied the entire event space together.
Sleek custom-printed Foamex walls were introduced throughout the space, featuring blurred photography of runners. These large-format graphics reinforced the adidas brand presence and featured core Adizero running shoes, showcased in cutout display boxes created in the Foamex.
One standout feature was the map cutout wall behind the cashier area. Designed as an outline map, the cutout was filled with products to showcase, turning a simple wall into a striking centrepiece and a unique product display.

To support runners throughout the course, we designed and produced three branded mobile race point stations that were both functional and visually aligned with the Adizero identity.
Each custom-built MDF trolley was spray-finished in concrete grey and featured crisp, high-contrast Adizero branding for maximum visibility. Designed specifically to fit within the metal-framed trolley base on wheels for easy mobility and deployment across the marathon race route.
These mobile units were stocked with essentials like jelly babies, water, and blister plasters, providing quick access for runners without disrupting the race flow. With integrated storage, each trolley served a dual purpose, functioning as both a supply station and a highly visible brand asset.

The finish line is where every moment counts—whether it’s a photo finish, a personal best, or a branded backdrop for thousands of spectators. Our team delivered a bold, multi-element setup designed for maximum visual impact and functionality. At the heart of the installation were custom MDF plinths and bespoke clock holders, developed in close collaboration with Dent Studio. And you better believe we were counting down the clock to make these.
Using precise CAD engineering and 3D design, the components were CNC-routed to exact specifications. The plinths were then hand-sprayed for a flawless finish and fitted with concealed, weather-protected electrics, ensuring both durability and visual cleanliness.
To frame the finish area, we used a Tecna modular structure clad in custom-printed Foamex wall panels. This system was selected for its high-impact visual potential and quick, clean assembly—perfect for tight event timelines.
The final stretch leading to the finish line was brought to life with a full suite of branded event elements such as tear-drop flags, branded fabrics, cafe barriers and mesh banners. All large-format fabrics were printed in-house using our EFI VUTEK, delivering bold, high-resolution graphics on durable materials suited for outdoor use.

This project was a true creative and operational partnership. With Dent Studio leading on concept and design, we worked closely alongside their team to translate bold ideas into real-world builds—engineering practical, scalable, and visually cohesive solutions that stayed true to the original vision.
From early 3D modelling and materials selection to the final on-site execution, our team handled every aspect of production with precision. Whether crafting custom Xanita structures, CNC-routed MDF plinths, or managing the complex logistics of a multi-site installation, every detail was carefully considered and expertly delivered.
Our dedicated project team included:
• Abbie Hignett – Project Manager
• David Shackleton – Project Management
• Nathan SB – Project Management
• Edward Hillam – Operations Manager
• Dean Sharp – 3D Engineering (responsible for Xanita and plinth CAD models)

Installation was fast-paced and flawlessly coordinated, with everything from large-scale modular builds to vinyl applications completed on schedule. Despite tight deadlines and complex logistics, the entire activation came together in just 3 weeks. Our team created and installed over 500 m2 of print and build.
The derig was completed by our team, with the same care and attention brought to the wrap-down as the setup—ensuring a smooth and efficient close to the project.
In the end, this brand activation was more than just visually impactful—it was a fully immersive, functional, and flawlessly executed brand experience. The result energised Manchester during a major sporting event, and Dent Studio were delighted with the outcome.