TrackTown USA


The Challenge

Eugene, Oregon is known the world over as “Track Town, USA” and the namesake organization is a leading developer and promoter of high-profile track and field events in the United States, especially those hosted in its backyard at historic Hayward Field.

For more than a decade, TrackTown USA’s team has challenged AHM to deliver guidance and communications support fit enough to meet the evolving and growing needs of a globally recognized athletics event and promotion organization.

Tractown USA Heroes Characters
TrackTown Heroes Character Art

The Solution

No one disputes that Eugene earned its “Track Town USA” moniker by finding something to be the best at and never letting go. Ensuring that stays the case motivated AHM to develop a simple, focused brand strategy for TrackTown USA that’s flexible enough to not only meet the unique communication needs of regional, national and international events, but also accommodate teammates that range from governing bodies such as the USOPC, the USATF, the NCAA and the Pac-12 Conference to partners such as the University of Oregon, event sponsors, industry supporters and community organizations.


From conducting research and developing conceptual themes, to promoting ticket sales and orchestrating immersive experiences that start from hotel or home and increasingly reverberate until the ultimate track-side payoff, AHM sees each new TrackTown USA-sponsored event as a chance to use our highly trained print, screen and environment capabilities to deliver the finest performance yet.

The Goods

Brand Strategy
Messaging Architecture
Media Guidance and Management
Environmental Graphic Design
Branded Apparel and Collateral
Advertisements (Print and Digital)

    AHM Impact

    Event-over-event attendance and ticket sale growth from ’08 to ’12 to ’16 for U.S. Track & Field Olympic Trials
    TrackTown USA played a lead role in securing a four-year award for Hayward Field to host the Pac-12 Championships from 2024-2027
    TrackTown USA played a lead role in bringing the IAAF World Junior Championships in Athletics to Eugene in 2014, the World Athletics Indoor Championships to Portland, Oregon in 2016 and will help host the World Athletics Championships in Eugene in 2022
    TrackTown USA played a lead role in securing a six-year award for Hayward Field to host the NCAA Division I Men’s and Women’s Outdoor Track and Field Championships from 2013-2018