MoBay City Run rebrands for international appeal

'Same mission, bolder vision ... Our look might have changed but our heart hasn't' was the watchword of the Jill Stewart MoBay City Run's organising committee as they unveiled a new logo to redefine the annual run/walk event's brand.

The new logo's official unveiling took place Friday at the MoBay City Run's annual pasta party presented by WATA, held at the S Club at S Hotel in Montego Bay, St James.

"We are excited to unveil our fresh look. We are just evolving to reflect the passion and energy we bring to everything we do. We have re-energised our purpose. It's a fresh start and approach and how we do our races," committee chairman Janet Silvera told STAR Sports.

"When we looked at the brand itself, we used four different colours to showcase it. Blue is for stability, violet is for ambition, pink is for playfulness and orange is for energy. We believe that we are taking this race internationally. Our new brand looks international. It has that Jamaican feel but also has that classy, edgy, unique style that invites everybody in with warmth," Silvera said.

"One of the things we always wanted to do was to get visitors from other parts of the world to participate in our race. We believe that by rebranding the race with a new and exciting brand, we will be able to do this. We are 10 years old and every product, once it gets to a certain age, should be rebranded.

"You have to polish it and give it new life and that's what we have given MoBay City Run. The race represents compassion, sincerity, altruism, energetic and it is powerful. It exudes fun and a vibrant atmosphere appealing to both runners and non-runners. Taking a 10k/5k race, and considering those things, that is not normal. It is an unusual way to rebrand the race. We were very strategic and intentional about it," she continued.

The MoBay City Run 10K/5K Run and Walk, interrupted for two years by Covid-19, was officially renamed the Jill Stewart MoBay City Run in honour of the late Jill Stewart, wife of executive chairman of Sandals Resorts International, Adam Stewart.

The new logo will be on merchandise such as shirts, bracelets and other items starting next year, to raise more funds for tertiary education.

The race has raised some $26.5 million in support of tertiary education since its inception.

Approximately 3,500 students across western Jamaica have benefited from the charity run, which will be held this year on Sunday.