JPMorganChase

JPMorganChase Corporate Challenge

2016-Present

OBE has been a JPMorganChase Corporate Challenge partner since 2016, guiding the Series into its 50th year in 2026 with the launch of a comprehensive global rebrand.

The Series is the world’s largest corporate running event, taking place in 16 locations across six continents with one mission: to serve as a catalyst between work and wellness. One part run and one part party, each 3.5-mile / 5.6-kilometer road race connects participants with their colleagues as they celebrate teamwork, camaraderie, and the Corporate Challenge community worldwide.

As race, brand, and storytelling experts, OBE was brought in to elevate the program and create consistency across all markets, while incorporating nuances across locations. This culminated in a milestone rebrand for 50 Years Running—establishing a unified global identity and scalable system for the future.

To bring this to life, we developed a 380-page Brand Playbook outlining 58 standard operating procedures, defining online and onsite brand guidelines, developing content capture standards, and creating scalable onsite experience standards across every market.

Press

Sunday World (South Africa): Mi Casa to thrill runners at the JPMorgan Corporate Challenge on Thursday

The Edge Singapore: JPMorganChase Corporate Challenge returns to Singapore on Apr 16

The Straight Times: Run, connect, celebrate: The small Central Park race that became a global phenomenon

The Business Journals: JPMorganChase executive on investing in the future of San Francisco 

The Business Times (Singapore): Running for fitness, camaraderie and a good cause

South China Morning Post: Race to success: J.P. Morgan Corporate Challenge held in Hong Kong for the first time