WFSGI
Road To Paris
WFSGI approached Playing Field to bring the findings of their Road to Paris 2024 Pilot Project to life. The project, a collaboration between the IOC, IPC and 17 leading sports brands explored a pioneering marketing framework for athlete-first branded storytelling before, during and after the Olympic Games.
We transformed complex research and sensitive data – from more than 4,000 athletes across 125 countries – into a persuasive, visually powerful narrative to bring about progressive change empowering athletes to tell their stories.
The project was a resounding success and developed into the Road to the Games project for the Milano Cortina 2026 Winter Olympic Games.
READ THE REPORT Our Approach
With global brands at the table, the report had to do more than inform, it needed to unite and amplify. We expanded WFSGI’s visual identity to reflect their role as the sole body representing the sports industry, elevating their position as a connector, advocate, and thought leader.
Drawing from the rhythm of athletic performance, from data grids to pulse lines, we built a modular, movement-driven layout that communicated energy, progress, and precision.
We turned dense, complex data into intuitive infographics and storytelling visuals – creating a report that didn’t just present information, but made it meaningful to decision-makers and stakeholders alike.
The Impact
The final piece became more than a report, it was a catalyst. Through the presentation of clear infographics and impressive numbers, it gave WFSGI the credibility and clarity to push for broader change across the global sports communication landscape.
For Playing Field, it reinforced our position as a trusted creative ally – able to turn strategic ambition into powerful design. With over 15 years’ experience working with global institutions, we brought together deep sector knowledge and editorial craft to create something that moves conversations forward and helps shape what sport becomes next.
Since its release – and driven by the success of the pilot – WFSGI has expanded its reach, launching new global initiatives like the Athlete Storytelling Programme for upcoming events including Milano-Cortina 2026 and LA28.
“Thank you so much for the fantastic work on this project. The final report looks amazing, and I’m really pleased with how everything has come together. It’s been great to see the project brought to life — we’re absolutely delighted with the end result.”
Ansley O’Neal, Head of Athlete Storytelling, WFSGI
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