We have worked with European Athletics on an ambitious project to help boost the sport’s appeal for the next generation. We conceived new format ideas to give impetus to strategy, and ran high-level workshops to ensure stakeholder input & alignment. This led to piloting formats and creating supporting promotional video content. The first new format events have now been successfully staged. This forward thinking initiative is indicative of the challenges faced by many sports. Namely, the need to keep existing fans on-board while developing a relevant proposition to attract new followers & participants.