BMW Dallas Marathon Unveils New Logo and Merchandise

DALLAS, TX – (Aug. 1, 2025) – The BMW Dallas Marathon is proud to unveil a bold new logo and refreshed merchandise collection ahead of its highly anticipated 2025 race weekend, taking place December 12–14. The updated visual identity reflects the organization’s evolution as a premier running event and its deep connection to the Dallas community.

The new logo features a modern design that retains iconic elements, including the Pegasus symbol, that have defined the race for decades. First introduced in the mid 2000s, the previous logo served as a beacon of tradition and community pride. The reimagined version pays homage to those roots while leaning into the energetic, forward momentum that defines today’s running culture.

Race materials, signage, and merchandise will now reflect this vibrant evolution, with a fresh collection of branded apparel designed to celebrate the marathon’s history, its runners, and the city that shapes it. Runners will be able to explore the new merchandise during race weekend, online and through a variety of event partner outlets.

“This isn’t just about changing a logo, it’s about honoring five decades of progress while embracing what’s next,” said Jason Schuchard, President of the BMW Dallas Marathon. “Our new brand reflects the passion, resilience, and community spirit that have carried us from a single race in 1971 to a full weekend of events attracting runners from across the globe.”

Dr. Logan Sherman, Chairman of the BMW Dallas Marathon, emphasized the symbolism behind the updated design.

“We wanted something that matched the magnitude of our event,” Sherman said. “The Pegasus remains a tribute to our history and the city we love, but now it moves with fresh momentum and purpose. It’s a visual rallying point for everyone who’s ever crossed our finish line and everyone who’s still chasing that moment.”

The 2025 BMW Weekend Series is officially sold out, with registration numbers already surpassing last year’s record-breaking totals. This marks a major milestone for the organization, which has grown to a full weekend of running and walking events including a marathon, half marathon, 50K ultra marathon, relays, 10K, 5K, and a number of kids races. Registration is still open for individual events, but organizers encourage those interested in participating this year to sign up as soon as possible to guarantee entry.

For more information on this year’s BMW Dallas Marathon, visit Dallasmarathon.com.

About The Dallas White Rock Marathon
The Dallas White Rock Marathon (DWRM) is a nonprofit organization with a focus on promoting health and physical fitness through running events and related activities. The organization is comprised of 15 volunteer board members and a full-time staff with various backgrounds and running experiences that help carry out the mission of the DWRM as well as support the growth and impact of the DWRM portfolio of events in the Dallas-Fort Worth community. Dating back to 1971, the organization hosts year-round events culminating with Dallas’ largest and Texas’ longest running marathon: the BMW Dallas Marathon. Now in its 54th running, the marquee event, with 12 running and walking events for all ages, will attract runners from across the globe and hundreds of thousands of spectators to Dallas’ largest single-day sporting event. The BMW Dallas Marathon course highlights iconic Dallas landmarks and is recognized as the official marathon of the City of Dallas. Since naming a primary beneficiary in 1997, DWRM has donated more than $4.5 million to Scottish Rite for Children. For more information, visit www.dallasmarathon.com.

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