LONDON, 20 April 2026: Branding and design agency NOT Wieden+Kennedy has unveiled the visual identity and launch film for the Premier Jumping League (PJL), a new global equestrian jumping league. The identity marks a radical shift for the pursuit to position jumping as a high-octane, world class athletic sport.
The PJL approached NOT Wieden+Kennedy with a clear ambition: to elevate jumping into a global sporting and cultural spectacle. While the new league boasts the highest standards, the biggest prize pots, and modernised broadcast technology, the sport itself felt underserved by its own presentation. From the outside, jumping felt inaccessible, with the core athletic truth frequently taking a backseat to the brands sponsoring it.
NOT Wieden+Kennedy looked past the prestige to find the reality of the jumping arena and found a sport of immense courage, rivalry, and fierce intensity, where athletes, both horse and human, push the limits of physics.
The resulting identity is as audacious as PJL’s ambition and built around the most prominent fixture in jumping – the rail. This graphic device becomes the PJL’s visual language forming the basis for grids, typographic placement, colour application, and interaction with imagery. It creates endless creative opportunities in application, from motion through to 3D.
Meanwhile, the logo is a modern, athletic execution that captures the sport’s most pivotal moment – the instant a horse tucks its hooves to carry itself and its rider cleanly over the rail.
With the foundations of the identity in place, NOT W+K London then went on to develop a tone of voice unlike anything heard before in jumping, ensuring that the unique relationship between horse and rider is at the heart of the sport’s new future. Lines like ‘Not all athletes are human’ speak to the talent of the riders while highlighting what makes the sport truly unique – the relationship between horse and rider. In addition to, ‘This is not a show. This is a fight against gravity’ viscerally bringing to life the athleticism of a rider guiding a 600kg animal over a 1.6m jump.
Nick McCabe, President at Premier Jumping League, comments: “W+K have been instrumental in bringing the PJL to life. Their rigorous, insight-led approach ensured that every element of our identity reflects the ambition of the league and the audience we serve. From the beginning, our goal was to build a brand that is both immediate and enduring—one that sets a clear intent today while remaining relevant for years to come, grounded in timeless design, and with the flexibility to live seamlessly across both digital and physical worlds.”
Adam Rix, Executive Creative Director of NOT Wieden+Kennedy, comments: “Working directly with founders this ambitious has been a rare opportunity – people with a bold vision to bring the sport they love to life in a way it’s never been seen before. We’ve built the PJL brand identity around its most electrifying moment: the split second a horse tucks its hooves and clears the rail. From there, through voice, imagery and motion, we’ve created a system that captures the raw grit, explosive athleticism and pinpoint precision of jumping – qualities hidden in plain sight for far too long. And the most exciting part? This is just the beginning of our work with the PJL.”
Justin Hallström, Creative Director at NOT Wieden+Kennedy comments: “The rail was hiding in plain sight – the most obvious and distinctive visual in the sport, and one that PJL should have the audacity to make their own. It signifies showjumping without a single word of explanation. It’s as iconic as it is flexible – a brand asset that scales effortlessly from merch to OOH, and underpins our motion system – we feel like we’ve only just scratched the surface on what we can do with it.”
To launch the league NOT W+K curated a team from the wider pool of talent at W+K London to create a launch film to be used online, on social media and at the launch event in Miami. Beyond branding, NOT W+K London’s work has spanned collaboration on designing PJL’s website, launch event design, creating a bespoke rail invitation, launching their social presence and working with the commercial team on more tactical materials.
As part of the brand development, NOT W+K partnered with Studio Drama to create a custom typeface. To launch the league, the team partnered with photographer Daniel Benson and director Nicolina Knapp to create a suite of library images and launch film. By moving the camera closer than ever to capture rarely seen angles, the collaboration freezes horses in flight and reveals the intense focus of the athletes, resulting in a visceral cinematic experience that first debuted at PJL’s launch event in Miami.
