The London 2012 Olympics, a landmark event celebrated for its athletic excellence, introduced a groundbreaking initiative called “Own the Track.” This program transcended the realm of sports, inviting fans to immerse themselves in the Olympic spirit and own a tangible piece of this historic sporting event.
In 2016, in partnership with the London Legacy Development, we were privileged to collaborate on the “Own the Track” project. This endeavour aimed to preserve the legacy of the London 2012 Games by offering enthusiasts and collectors a unique opportunity to own a segment of the athletics track used at the Queen Elizabeth Olympic Park during the Olympics.
“Own the Track” was an ambitious project that transformed the Olympic Stadium’s track into a cherished symbol of personal connection to the Games and the remarkable athletes who graced it.
How We Did It
To encapsulate the essence of the 2012 Games while infusing a touch of premium sophistication, we embarked on a journey to redefine the brand. Our creative process incorporated a timeless black and white colour palette with hints of opulent gold. When it came to crafting a product worthy of Olympic glory, we decided to encase the track segment in a meticulously designed black clamshell box adorned with foil blocking, screen printed foam, and a magnetic closure seal. This bespoke packaging ensured that every “Own the Track” piece became a treasured memento, equally cherished by fans and Games Makers.
These track segments, carefully preserved within specially designed acrylic casings, served as tangible mementos of an historic event. Each piece was accompanied by a certificate of authenticity, confirming its origin from the very track where the world’s fastest athletes achieved glory. “Own the Track” provided an unparalleled opportunity for fans and collectors to forge a deep connection with the Olympic spirit. Acquiring an actual piece of the track allowed individuals to bring home a tangible slice of history, enabling them to relive the moments when athletes like Usain Bolt and Jessica Ennis-Hill etched their names into sporting immortality.
The program ignited excitement and enthusiasm not only among dedicated sports fans but also among those who sought to possess a symbol of global unity and athletic excellence. The acquired track segments found a place of honour in homes, offices, and even museums, serving as conversation pieces and enduring reminders of the London 2012 Games’ lasting legacy.
“Own the Track” transcended the realm of a conventional souvenir; it became a symbol of the Olympic spirit and the enduring legacy of the London 2012 Olympics. By allowing individuals to own a tangible piece of the track, it ensured that the memory of the Games would endure for generations to come.
The initiative also underscored the unifying power of sports, showcasing its ability to bring people together and forge lasting connections. It allowed fans to feel like an integral part of the Olympic experience, extending their connection long after the closing ceremony had concluded.