

Case study 23 / 26 · 2005–2012 · Parcouring World Championship
What defines a brand’s DNA.
Parcouring.
Physical Entertainment
- Brand development
- Web design
- Design
- Texts
- Photography & film
The core idea
A street scene gains rules, a visual identity and a world championship – right through to the sale of the format.
- Expertise
- Branding
- Design & Story
- Filmmaking
At a glance · Parcouring World Championship
The mission.
- Brand
- Building the brand and supporting a modern sport through to its sale, by Oliver Hillebrecht
- Campaign
- Developing a complete concept as a format
- Focus
- Corporate identity, corporate design, corporate website, social media content, establishing the emerging sport in the global market, shaping the global urban sports zeitgeist
- Timeline
- Production period up to the sale of the format: 2007–2012

The story
From challenge to solution.
The starting point
In 2005, Le Parkour and Freerunning first attracted attention on social media – in cities such as Paris, Moscow, New York, Hong Kong, Sydney and many more. Having spent many years training people involved in the sport, Oliver Hillebrecht saw a natural opportunity to establish his own platform. Development of Parcouring began in 2005; a year later, Oliver Hillebrecht launched the world’s first world championship of its kind, with athletes from more than ten countries taking part in the inaugural event. That same year, Daniel Craig made his first appearance in “Casino Royale”: Metro-Goldwyn-Mayer, Columbia Pictures, Danjaq Productions, Stillking Films, Eon Productions, United Artists and Sony Pictures Entertainment delivered the blockbuster with a parkour scene that remains breathtaking today. All of this helped the sport take off, allowing Parcouring to become a global provider in its particular discipline.
The solution
At the start of the project, Oliver Hillebrecht wrote all the guidelines for the discipline. The designs and rulebook were central to every aspect of the work.
Production
Numerous designs and event sub-formats were created alongside the many events.
Artwork
Logo. Key visual.

Project output
6 pieces of evidence.
Digital
The online presence.

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