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NOT Wieden+Kennedy strips back the spectacle to find the sport inside showjumping
The article highlights how NOT Wieden+Kennedy is adopting a minimalist approach to branding the Premier Jumping League (PJL), focusing on the essence of showjumping rather than spectacle. This strategy emphasizes authenticity and connection with the audience, suggesting that brands can benefit from stripping back excess to reveal their core values and engage more meaningfully with their target market.
Design Week: The Premier Jumping League (PJL) did not exist 12 months ago. It does now, making its debut earlier this month, and with the first season due to start in March 2027. Founded by Frank McCourt with investment from McCourt Global, it is backed by serious prize money and modernised broadcasting.
The article discusses a significant branding strategy for a sports league that emphasizes authenticity, which is impactful and relevant for brand professionals, though the minimalist approach is not entirely new.