Running for Team Spirit and for the Visibility of the Book Industry

When over 60,000 runners from all kinds of companies jog through Frankfurt's city center, it's that time again: the J.P. Morgan Corporate Challenge - one of the largest corporate running events in the world - gets people moving. A sporty team from the Börsenvereinsgruppe is also taking part once again - with a very special commitment: for a good cause, for togetherness and with its own running shirt, which is something to be proud of.

In charge of the sporting equipment: Ann-Kristin, Head of Marketing at the Frankfurt Buchmesse, who once again coordinated the design, message and implementation with great passion.

In this interview, she explains what's behind this year's shirt, how visibility and comfort can be combined - and what the whole thing has to do with a good runner's high.

Was there a special reason for sponsoring the running shirt for the J.P. Morgan Corporate Challenge for the Börsenvereinsgruppe team this year?

"There was no special occasion. Last last year, the Buchmesse also provided the shirts for all the runners in the Börsenvereinsgruppe. I had the idea last year when I took part in the race myself. The companies traditionally become visible as a team on the course with the original shirts - it connects us colleagues from the Börsenvereinsgruppe - regardless of whether we are desk neighbors or hallway acquaintances."

How did you approach the design? Which elements were particularly important - colors, logo, message?

"We design the shirts in line with the Buchmesse brand identity. This time, too, we are using the message to create a direct and appealing link to running. We want to stand out among all the other running shirts and be remembered. And in the end, it's all about visibility for us. On our backs, in addition to the running reference, we clearly present what we can all look forward to: The Frankfurter Buchmesse in October."

What criteria were used to produce the shirts?

"It was important to us to have a pleasant, breathable fabric that is comfortable for the team. The shirts should not only be worn for the event itself, but should also be long-lasting. We therefore deliberately had it produced by a small, specialized company with individual advice instead of one of the large T-shirt production companies."

Were there any surprising challenges in the process?

"Last year, we learned that with a large print area on the back, the breathability of the shirt is lost. We did a better job of this this year: plenty of space, but the messages still mesh with the design and cut. All the better when you have a reliable producer in the starting blocks to implement adjustments reliably and flexibly."

What feedback has been particularly memorable?

"Last year, there was a lot of positive feedback for the design of the shirt and there were always reports of people still wearing it after the run - that made me very happy! The presenters along the route also seem to have noticed the shirt, as we were recognized as Buchmesse runners at the finish line and greeted by microphone."