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It was an iconic race in an Icahn-ic place.
Last week ushered in the inaugural and first-of-its-kind women’s track event, Athlos, at legendary Icahn Stadium. Featuring the fastest women in the world, the largest purse in women’s track history, a giveback structure that rewards athletes more than ever before, and the kind of entertainment swagger that makes you wonder if any other race will ever compete for the level of excellence this delivers, Athlos made it clear that “speed has a new sound.”
The cheers from the stands, the effusive joy from the athletes—the energy was electric. Every detail was carefully considered to craft a marquee event that elevated women’s track in every way, proving that change is possible when you build with clarity, conviction, and the consumer at the forefront.
Alexis Ohanian and his team at early-stage venture capital firm Seven Seven Six delivered an experience that lays out a blueprint for how to deliver for your consumer, create at the intersection of sport and culture, build for impact and longevity, and scale with partners who share a passion for the vision and broaden access to grow the sport and ignite fandom.
Athletes from start to finish
Athlos was quick off the blocks in a position poised for change, addressing the hurdles of an inadequate system and designing for its primary consumer. From product development to marketing, athletes are at its heart and soul.
Here’s how Athlos is setting the pace.
Athlete storytelling
Amazing stories are often unknown. The spotlight was on these incredible competitors, why they race, and what they want for the evolution of the sport.
Concierge-level care
What may seem like table stakes, such as travel arrangements or schedules, are often absent for these athletes. Athlos ensured each athlete was treated like the elite talent they are with white-glove service.
Creating with athletes, for athletes
Olympian and Athlos competitor Gabby Thomas shared how openly and actively the Athlos team sought input, giving athletes a voice that will change the trajectory of the sport. In an interview on-site, Ohanian emphasized the importance of prioritizing athlete feedback in the same way any brand would talk to their core customers, with the goal of making this the best meet of their lives.
Innovation for women in sport
Bibs were designed for a woman’s body; they were smaller in size and attached by adhesive, not safety pins. It’s the first racing bib of its kind that factors in a woman’s physical needs. It’s the epitome of understanding and designing for your consumer first.
Space for beauty, style and speed to coexist
Athlos held a portrait photo shoot with fashion photographer Ryan Murray, with Wyn Beauty providing the glam. On the day of the race, Wyn provided pre- and post-race touchups. Founder Serena Williams said it best: Every runner is a rockstar, and the track is their stage.
Revenue reinvested, impact reimagined
Beyond the prize purse for competing, 10% of revenue generated from the event was split evenly among all athletes. There is no category exclusivity for sponsorships, allowing more partners to participate and putting more money in the pockets of the athletes. It’s a true testament to how Athlos is prioritizing athletes to ensure they’re being valued and compensated more than ever before.
With this consumer-centric approach, the most important performance metric is getting it right for the athlete. As Athlos CMO Kayla Green said, “If we got it right for her, then we’re doing it right for the fan. If we follow our North Star of the athlete at the center and the compass being the community, with fans helping us calibrate so that they’re engaging and bringing more fans in, that’s how we journey forward and grow the sport.”
A celebration of sports x culture
If you want to be for the culture, you need to celebrate the culture and build it into the DNA of an experience. From DJ D-Nice spinning to Megan Thee Stallion headlining, Athlos created an event that blended sport and culture seamlessly.
In addition to musical performers, the athletes had a score of their own; a walk-out song was personally selected to hype up the audience and as a form of self-expression to further introduce these incredible competitors to the world.
The power of the performances on the track and on the stage was only magnified by the near sold-out crowd in attendance. Robin Arzón of Peloton, who interviewed each race winner as they received their crown, shared, “Sports icons, music legends, Hollywood TV royalty are all here for one reason: to usher in a new era of not only women in sport but queens on the track.”
Fandom will grow from a love of the sport, but to get there, we need to show the sport love. Whether it is music, fashion, entertainment, or art, catalyzing community begins with influential voices that steer mainstream attention and continued support and investment in the game and the athletes that make it possible.
Partners that elevate the experience
The vision and approach that Athlos is taking to reimagine and build a better future for women’s track attracted some of the best brands in the world.
Activations ranged from Spectrum’s light-up wristbands that pulsed throughout the event to Toyota’s sponsorship of the newly developed racing bibs. Angie White, senior manager of media at Toyota North America, shared that Athlos presented a great opportunity for the brand to support and invest in the athletes, stating, “Toyota at its core is a human movement company, dedicated to quality and innovation—themes that were clearly aligned with the mission of Athlos.” The energy and excitement were echoed by local NYC running brand Bandit, who sponsored the event and believes Athlos is elevating the sport and inspiring the next generation of runners.
Esteemed luxury brand Tiffany & Co. took a spin on medals adorned by winning athletes and gave it a track girlie glow-up, creating one-of-a-kind crowns for the winners that achieved three things at once: elevating the athletes as royalty by crowning their achievement, providing an “only at Athlos” moment, and delivering reverence and elegance in a way that only Tiffany could.
The event was available on YouTube, X, ESPN2, and DAZN. The strategic blend of broadcast, social, domestic, and international streaming met people where they are so Athlos was easy to find, easy to watch, and easy to enjoy. More reach, awareness, and access unlock better opportunities for these athletes to gain sponsors, earn more money, and build more fandom.
Partnership with Athlos goes beyond this inaugural event; it’s an early investment, a choice to place a bet on the vision to grow women’s track and the community that supports it.
Actions run faster than words
Athlos is bigger than a race; it’s an anthem proclaiming a palpable change in the air—a call to action that invites others to join in redefining the systems and structures that put women’s sports in a box and task us all to creatively reimagine a world where we can make real change possible. Breaking the mold of traditional expectations for prize purses, athlete storytelling, brand partnerships, cultural integration, and experience design, Athlos has officially set the pace for an entirely new way to elevate, celebrate, and accelerate women’s sports.
The best part of this race is that everyone wins. Athletes win, fans win, brands win. Athlos teaches a valuable lesson in building what we believe “new, better, and different” could and should look like. It starts with listening to your core consumers, taking meaningful action, and finding great partners who want to champion a new way forward.
Change is an act of conviction, an antidote to the status quo. You can’t be a game-changer without changing the game, and Athlos is undeniably changing the game.
