In preparation for its global expansion, World Supercross partnered with creative growth consultancy ZAG to reposition the sport for a new generation of fans. The challenge? To transform a niche, largely American motorsport into a thrilling global spectacle one that feels as electric as the action on the track. ZAG reimagined the brand from the ground up, starting with a new strategic platform: “Make Dirt Fly.” This narrative informed everything from the identity to the motion language. The new logo captures the raw energy of supercross with a sharp, aggressive mark that hints at speed, dust, and chaos.

Visually, the brand is unrelenting loud typography, gritty textures, dynamic compositions all echoing the sport’s intensity. The brand also flexes across digital and physical environments with animated motifs, motion graphics, and rider-centric storytelling.