Dodo's internal communications team came to us with a task: design a running uniform. It needed to be ready for the Moscow Marathon in September 2025.
The Moscow Marathon is an annual event, the largest single-location running competition in Russia. In 2025, more than 40,000 runners from across Russia took part.
A uniform for Dodo Pizza's runners in a minimalist design, with a calm color palette — no loud shades, but not plain white or black either. The base is technical, breathable synthetic fabric suited for long distances.
The uniform needed to visibly read as Dodo, with a style recognizable in a crowd and in photos. No personalization — identical for every participant, with the bib number attached to the chest. Throughout all of this, the brand's character needed to come through carefully, without turning the uniform into an advertising medium.
We drew inspiration from the aesthetic of running communities and clubs — minimalist symbols, abbreviations, large, simple messages with minimal styling. We also gathered clean logos, technical textures, and thin power lines — elements of a modern athletic style.
The client recommended a manufacturer — GRI, a sports uniform brand that offers custom solutions for brands based on its own developed models. Among these models were options in Quick Dry, a technical fast-drying fabric, and for us this was a case where aesthetics and practicality lined up perfectly. We decided to use this option and build the design around it.
We also gathered every possible Dodo logo — the old and new adaptations, the dough logo, Dodo Brands, and even sketched our own stylized versions, so we could try them all against our concept and find the right visual. We came up with several name options for Dodo Pizza's runners, so this would feel less like plain merch and more like a badge of the running community, a sign of belonging to the club.
Testing colors and adding accessories.
The running uniform: comfortable, breathable gear for races, and a badge of belonging to the community within the Dodo brand.
Dodo Pizza now has a running uniform that's technical and recognizable, one the team genuinely likes, and one that doesn't read as advertising.
Art direction — Zhenya Oputin
Design and development — Sasha Zakharkina
Animation — Timur Yakupov
Case design — Sasha Zakharkina
Case editor — Misha Kurnosov
