In a bold move to align itself more closely with the University of Calgary's Start Something brand, the Olympic Oval unveiled one of its most ambitious and visually stunning projects to date: a completely reimagined line of speedskating skinsuits clothing that fits tight to the body to enhance speed. The cutting-edge designs not only embrace the spirit of innovation but also take the university's brand campaign to new heights.
For more than 35 years, the Olympic Oval has been a hub for world-class athletes and aspiring skaters, and the new skinsuits are set to transform its role into something even greater: a living, breathing embodiment of UCalgary's commitment to self-discovery, bold thinking, and boundless ambition.
The design captures a philosophy that speedskating isn't just a sport, but a metaphor for personal growth. Photo Credit: Riley Brandt photos, University of Calgary
A campaign that hits the road
Traditionally, the Start Something campaign has been seen in posters, banners, and other campus-centric visuals, but the Olympic Oval team wanted to push boundaries. "We didn't just want something stationary," says Jonathan Guilmette, manager, high-performance sport. "We wanted something dynamic, something that could travel and leave an impression wherever it went."
Enter the new skinsuits. Designed by UCalgary's Brand Experience team with input from the Olympic Oval's marketing and programs teams, with a philosophy that speedskating isn't just a sport but a metaphor for personal growth, the suits are poised to carry UCalgary's message far beyond the city limits. From competitions in Calgary to events across the world, these suits are will turn heads.
A design worth talking about
Tasked with rethinking the Start Something campaign through the lens of speedskating, UCalgary's design team rose to the challenge. Their goal? To create something smart, bold, sexy, and above all fast. The result is a collection of skinsuits that exude energy and confidence, with sleek lines and dynamic patterns that mirror the speed and precision of the athletes who wear them.
The skinsuits are more than just a branding exercise; they're a testament to the Olympic Oval's role as a major venue for Canadian speedskating. Through these vibrant and original designs, the Olympic Oval becomes a canvas for UCalgary's Start Something campaign, showcasing its colors and message in a way that is both bold and unforgettable.
"We wanted these suits to be more than just apparel," says Tommy Nguyen, senior director, Brand Experience, in the Office of Communications and Community Engagement. "We wanted them to be conversation starters, something that gets people excited about speedskating, about the Oval, and about UCalgary itself."
The suits are not only visually striking but also represent a high level of craftsmanship and innovation. Produced by Dutch sporting company, SPORTCONFEX, every stitch, colour, and contour was chosen with care to ensure the athletes feel as powerful and unstoppable as they look.
Athletes at the centre
The success of the skinsuits didn't just hinge on their aesthetics, it was crucial that the athletes themselves loved wearing them. After all, these are the individuals who would bring the designs to life on the ice. The Olympic Oval worked closely with skaters to ensure the suits were functional, comfortable, confidence-boosting, as well as eye-catching.
"The feedback from the athletes has been incredible," says Stacey Polet, elite athlete pathway co-ordinator. "They love the way the suits make them feel like they're already faster just by putting them on."
A catalyst for the future
Beyond the immediate impact on competitions and brand visibility, the skinsuits are also part of a larger vision for the Olympic Oval. By creating something so striking and original, the Olympic Oval hopes to attract a new wave of skaters from across Alberta and Canada to train at the Oval and to become part of the UCalgary community.
"This is about more than just performance on the ice," says Mark Messer, director of the Olympic Oval. "It's about inspiring the next generation of athletes and students to see the Oval and UCalgary as the starting point for their dreams."
As the athletes take to the ice in their new skinsuits, one thing is clear: the Olympic Oval and UCalgary are speeding into the future together, united by a shared vision of excellence, innovation, and the courage to Start Something extraordinary.
