The 2026 Special Olympics USA Games, set against the iconic background of the Twin Cities, will be an exhilarating, unmissable gathering of thousands of champions. More specifically, 4,000 talented athletes with intellectual disabilities, 1,500 dedicated coaches, and 75,000 cheering fans.

Our challenge was to create a storytelling platform that engages all allies of inclusion — athletes, coaches, friends, families, and partners — to make the Games a successful celebration of ability.

The Challenge

Storytelling Platform

We crafted a storytelling platform with an action-oriented, empowering tagline and supporting language to invite everyone to take on their uniquely important role in building an inclusive world.

Out-of-Home

Our next step was to create punchy out-of-home advertising to build intrigue and awareness.

Brand Messaging Guide

Intentional language and education is an essential aspect of Special Olympics’ mission — we needed to create a brand messaging guide to clearly define what “Calling All Champions” means to athletes, volunteers, partners and fans. Here are some highlights.

Calling - An invitation to act. A rallying cry.
All - A nod to inclusivity. Everyone is encouraged to step up and participate.
Champions - A reference to allyship, as well as athletic ability.
Athletes
Every athlete competing at the 2026 Special Olympics USA Games is a champion — not only because they’ve earned their place on one of the largest stages in sports, but because of their unwavering dedication to athletic excellence. They know success isn’t defined by a medal around their neck. It’s defined by the choice to put passion in action. The choice to train, to sweat, to fall, to rise stronger. And the choice to do it day after day, month after month, because it’s simply what they love to do.
Volunteers
What does championing inclusion look like? For many, it’s the simple, yet impactful act of volunteering during the 2026 Special Olympics USA Games. By showing up to lend a hand, volunteers stand in solidarity with the Special Olympics’ mission to create a more inclusive future for those with intellectual disabilities. By cheering from the sidelines, volunteers empower athletes to excel during competition. And by working hard behind the scenes, volunteers help the country’s brightest beacon of inclusion shine even brighter.
Family, Friends & Coaches
To family, friends and coaches of Special Olympics athletes, championing inclusion is second nature — it’s something they do day in and day out. When a family member gives an athlete a ride to practice, they’re a champion. When a coach celebrates an athlete’s new personal best, they, too, are a champion. These gestures aren’t bold or newsworthy; they’re simple, everyday efforts of support that give athletes the means, the motivation and the courage to pursue their dreams fearlessly.
There are many empowering words and phrases that can help build on "Calling All Champions." Here's a non-exhaustive list:
Word Bank for Champion (Noun)
advocate, ally, changemaker, world-changer, boundary-breaker, trailblazer
Words to Avoid When Referring to “Champion”
winner, medalist, helper, dreamer, pioneer
Word Bank for Champion (Verb)
advocate, set in motion, break boundaries, make change, ignite, take action, build an inclusive future, inspire, uplift, make history, create waves, have an impact, make a difference, step up, support
Word Bank for Calling
invite, unite, unify, rely on, count on, join hands, come together

Logo Reveal Countdown

We collaborated with the client to create organic social posts counting down to the reveal of the 2026 Special Olympics USA Games logo to build excitement with our passionate audience.

The Runner-Ups

While the rallying cry of “Calling All Champions” ended up being the, well, champion, we explored several potential platforms with different tones and language.