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Neisi

Athlete's personal brand

Neisi Patricia Dajomes is an Ecuadorian weightlifter in the 76kg category. She became the first Ecuadorian female athlete to win an olympic gold medal in Tokyo 2020, and the third athlete overall for the country in history. 

Neisi, her team and I created a logo with a unique identity that embodies her personality and her aesthetic. 

At the time we had the idea of creating a brand identity that would grow with her, reflect her excellence in the sport, and remain true to her values and image.

Brand Evolution

Uniforms

Neisi caught the attention of Marathon Sports early on in her sports career, but it wasn't until she got a Silver Medal in the Toronto Pan-American Games when she was 17 years old and became the youngest Pan-American medalist for Ecuador that they took their sponsorship to the next level. Neisi has shown, from her very early competitions how important it is to her to demonstrate her pride as an Afro-Ecuadorian athlete, and demonstrate how her strength and femininity not only coexist but thrive. Marathon created a training and competition line of clothing for her to continue to express herself through her style. 

Indonesia, 2019
Indonesia, 2019

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Indonesia, 2019
Indonesia, 2019

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Training
Training

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Competition
Competition

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Exterior
Exterior

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Training
Training

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On August 1st, 2021, Neisi, with a weight total of 263kg won an undisputed gold medal in the 2020 Tokyo Olympics. This achievement turned her into a national celebrity overnight. A book about her life was published in 2021, and a documentary is filming and scheduled to air early in 2023. Neisi's logo is prominently featured in both. 

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Neisi's sister, Angie Palacios also achieved an Olympic diploma in the 2020 Tokyo Olympics. Her own brand recognizes their family connection while giving her an identity of her own.

 

Their younger siblings, Germán and Jessica are also weightlifters. Jessica won silver in the South-American Games in the 59Kg category on May 7th.