Moxie Sozo was selected by USA Track and Field to brand and promote the US Cross Country Championships. The sport has a tremendous international following, yet lacks a strong domestic audience. In order to capture a broader appeal, the event was promoted with the same energy and intensity as a major sporting championship. Moxie Sozo developed the identity, supporting collateral and a vibrant ad campaign. On race day, the attendance was double the previous record, and the competition was considered to be the best US Cross Country Championships in the history of the event.