Branding Ireland’s Fastest Man

When I first spoke with Hiko, it wasn’t about fonts, colours, or logos. It was about his story. And if you know anything about him, you’ll understand why that matters more than anything else.

From Ethiopia to Ireland

Hiko’s story didn’t begin in Ireland, but this is where it found its direction. He arrived here in 2017 and spent time in direct provision, building a new life step by step. Running was always there in the background, a constant thread through the uncertainty. By the time he became an Irish citizen in 2020, the path ahead was clear — running wasn’t just something he did, it was who he was becoming.

Records Broken, Barries Broken

Fast forward a few years and Hiko is breaking Irish records. In 2024, he ran the Dublin Marathon in 2:09:42 — the fastest ever by an Irish athlete. In early 2025, he equalled the half-marathon record in Seville with 1:00:51. And now, he’s been selected to represent Ireland at the Tokyo 2025 World Championships.

Think about that for a second. From direct provision, not knowing if you even had a future, to pulling on the Irish vest on the biggest stage in the world.

Branding Hiko

When Hiko asked me to create his brand and website, I knew it couldn’t look like every other athlete brand out there. Most athlete branding is clean, sporty, a bit predictable. That wasn’t going to cut it. His story is one of power, resilience, and ambition. The brand had to show that.

So instead of leaning on clichés, we built something that feels bold and unapologetic. Strong typography that doesn’t flinch. Colours that carry weight. A design that doesn’t try to fit in, because Hiko has never fit in, he’s always had to stand out, just to survive.

Tokyo 2025

We timed the brand launch with the World Championships in Tokyo this year. Not just because it’s a big moment in athletics, but because it’s the biggest moment in Hiko’s life so far. He’ll stand on the start line in Tokyo not just as an athlete, but as someone who has rebuilt their life from scratch.

And when people Google his name, or hear his story, they’ll land on a brand that actually does him justice. A brand that doesn’t just say “athlete,” but says: this is someone who’s been through hell and still found a way to run faster than anyone else in the country.

More than Design

For me, this wasn’t just another design job. It was about creating a platform for someone who deserves to be seen in full — the runner, the refugee, the record holder, the human being.

Branding, when it’s done right, should tell the truth about someone. Hiko’s brand does exactly that. And I can’t wait to see where he takes it in Tokyo and beyond.