Army Ten-Miler

Situation / Challenge

Since 2015, the U.S. Army has turned to Sage to oversee branding, marketing, and PR activities to support the Army Ten-Miler (ATM) Race and Expo. One of the nation’s most popular ten-mile road races, the ATM brings more than 35,000 runners from around the world to the District of Columbia.

Each year, Sage designs a new logo and event identity consistent with the Army’s yearly theme. Sage also produces collateral materials, facilitates pre- and post-event media coverage, and provides on-site support on race day.

The U.S. Army expanded this scope of work in 2018 to include a revisit of the ATM website and improvements to the user experience.

Our Strategic Approach

The goal was to create a more intuitive, resilient site — one that could withstand 10,000+ hits during peak periods while making it easier for stakeholders to find key event information.

Sage began development by conducting a full website audit that involved several online focus groups. Based on our findings, we made extensive renovations to the site’s navigation, hierarchy, and content. We implemented user-led design and an intuitive content architecture, applying a “Mobile First” strategy to optimize the user experience.

Sage also crafted a supporting social media campaign designed to grow followers while enhancing SEO. All online components reflected an entirely new look and feel that evoked the race’s signature “Hooah!” spirit.

Sage also spearheaded production and delivery of branded collateral pieces, including the 2018 race logo, t-shirt, program, finisher coin, certificates, signage, and print and online ads.


The 2018 website and collateral were well received by stakeholders across the race’s ecosystem, from runners and soldiers to top U.S. military brass. The refreshed brand appeared in sync across all channels, creating a unified look and feel that’s recognizable to runners at every touch point.

The new website reflected clear, easily digestible content paired with user-centered design, making it easier for runners and spectators to get answers to common questions. As a result, the ATM office experienced a year-over-year reduction of 80+% in call inquiries.

Jim McIntyre