Fleet Feet unveils new logo

You may have already noticed, but this last Tuesday, the Fleet Feet brand unveiled a new logo. This new mark serves as a brand refresh. The word "Sports" has been dropped from our name and a new logo was designed to reflect the change.

The new logo now includes a symbol, referred to as the Fleet Feet torch, for the first time in it's 42-year history.

The base of the logo symbolizes the spark of inspiration provided by Fleet Feet to runners, while the top portion represents the flames of commitment fanned by the brand through its staff, gear, and programs. But the torch also symbolizes an "F" if you look closely.

Inspire and empower are powerful words for change, and they remain at the heart of what Fleet Feet strives to do in our community every day. Guided by these words, we introduce a new symbol that represents our commitment to:

  • Inspire and empower the runner in everyone
  • Outfit all runners with gear, goals, and adventure
  • Spark a passion and fan the flames of commitment
  • Invite all those who wish to run, walk, or move, to come do so with us


In addition to inclusion of the torch symbol, the logo officially drops the word “Sports” from all branding. The refresh will feature prominently in the brand’s new digital campaign, “Let’s Go,” which will roll out across social media over the next several months.

This symbol—our torch—will light the way for what's to come, while staying true to the brand you know. We can't wait to introduce it to you in our store, on our runs, and during our events. Let's Go.

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