The true power of branding in motion
In a world saturated with advertising messages, visibility alone is no longer enough. What brands seek today is connection, emotion, and lasting engagement. And that’s exactly what well-executed sports branding can deliver.
Taking part in the 20 km of Brussels isn’t just about “being there.” It’s about showing up, standing out, connecting, and representing. It’s about giving a human face to your brand. It’s about communicating your values—not through a brochure, but through a real, lived, and shared experience.
A race t-shirt isn’t just another promotional item. It’s a mobile identity vector, visible for kilometers, photographed hundreds of times, shared on social media, and kept as a memento. A well-designed running shirt—with a clear message, striking visuals, and thoughtful design—becomes a living extension of your brand storytelling.
But branding doesn’t stop at the gear.
It extends to the entire experience:
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The message your team carries (slogan, hashtag, supported cause)
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The way you appear on social media
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How you bring your team together around the event
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The visual consistency across your physical, digital, and human touchpoints
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The values you embody by taking part in an inclusive, popular, and unifying event
In short, sports branding isn’t just about making a good impression. It creates connection, meaning, and presence. It takes your brand further—and stronger.
At Projetxion, we believe every company deserves to experience this event as a strategic opportunity—not just a simple team outing. Our role is to imagine the most inspiring, visible, and aligned version of your brand in motion.
A legendary race that has become unmissable
Created in 1980 at the initiative of the non-profit organization S.I.R.O.P., the 20 km of Brussels quickly became a flagship event in the Belgian sporting calendar. From the beginning, the goal was simple: to democratize running, promote an activity accessible to all, and offer a different way to experience Brussels. Mission accomplished.
Barely 4,500 runners took part in the first edition. Forty-five years later, more than 40,000 participants rise to the challenge each year. The event sells out within days, attracts runners from across Europe, and mobilizes thousands of volunteers, spectators, and logistical supporters.
The course itself has become legendary:
From Parc du Cinquantenaire to Bois de la Cambre, passing through Avenue Louise, the Brussels Tunnels, and the Esplanade du Cinquantenaire, the race offers a condensed journey through Brussels’ heritage—both athletic and cultural.
But what truly makes this race unique is its atmosphere. You’ll find seasoned runners, corporate teams, families, charity supporters, fun-loving participants in costume, ambassadors, business leaders… in short, an incredibly diverse crowd united by one shared energy: pushing beyond limits—together.
For companies, the 20 km of Brussels has become a powerful driver of engagement.
People run for team spirit, for a good cause, for the challenge—but also, and above all, to showcase their identity in a human, unifying, and inspiring environment.
Source : 20km de Bruxelles
The 20 km of Brussels : When branding runs with you!
Each year in spring, the streets of the capital come alive with one of Belgium’s most popular events: the 20 km of Brussels. With over 40,000 runners, its legendary course, and an atmosphere that’s part celebration, part athletic challenge, this race is much more than a gathering for running enthusiasts. For companies, it’s an exceptional showcase—a life-sized stage where more than just physical performance is on display: it’s your brand image.
What if this year, your company stood out right from the starting line?
Take your brand image further !
The 20 km of Brussels is much more than just a race—it's a unique platform of expression for ambitious, creative, and committed brands.
Do you have a team taking part?
Looking to unite your colleagues around a unifying project?
Or simply want to showcase your company in an inspiring and popular setting?
Now is the time to act.
At Projetxion, we turn your participation into a complete, visible, and impactful brand experience. From design to production, from strategy to logistics—we take care of everything.
Technical shirts – personalized accessories – visual identity – storytelling – event support
Feel free to contact us and tell us about your project!
📩 info@projetxion.com
Published on April 15, 2025