Skip to content


Background / Challenge:

Founded by a small group of former Navy SEALs, “Project Summit” (as it was called at the time) started as a novel, annual running competition where participants had to overcome several miles of natural obstacles in order to summit a mountain.

As the competition—and its ambitions—started to grow, the founders came to us for help to create a brand that would stand out from other existing race/competition names. In addition, a new brand name would help to create brand extension opportunities including apparel and nutritional products, and allow them to expand into new race and fitness areas, both geographically and in terms of their business.


‘O2X’ was born from VO2 Max, the gold standard for measuring cardiovascular fitness. O2X strives to be the gold standard in providing Human Performance training and education to first responders, military personnel, elite organizations, and other tactical athletes.


O2x has since expanded to include dozens of new team members, ranging from U.S./UK Special Operations veterans, Olympic, professional, to All-American collegiate athletes, doctors, trainers and more. O2x also offers workshops around the country to the general public, as well as first responders and athletic teams.


  • B2C
  • Brand Strategy
  • Brand Naming

New York, NY

Miami, FL

San Francisco, CA

Back To Top