R1 Sports proudly unveils the new Dare logo and the official introduction of the Dare mascot, marking the next evolution of our brand identity.
The new Dare logo represents clarity and conviction. Sharper lines. Stronger structure. A more refined symbol of the mindset that has driven R1 from the very beginning. It is not simply a redesign. It is a statement of growth and a reflection of who we are becoming.
Dare has always been more than a word. It is the attitude behind every product we build and every boundary we push. The new mark captures that energy with precision and intent.
Alongside the new logo, we introduce our official mascot: Dare.
He is named Dare for one simple reason. He represents the decision every athlete faces daily. To stay comfortable, or to challenge the limit. To settle, or to step forward. Dare is the reminder that improvement begins the moment you choose courage over comfort, no matter your skill level.
He was created to embody the everyday competitor. Friendly and relatable, but built with quiet confidence. A character that brings lightness to the grind while still carrying the heart of the brand. Because at R1, we believe the journey should feel inspiring, not intimidating.
This is more than a visual update. It signals a new chapter for R1 Sports. A stronger identity, a clearer direction, and a bigger vision.
The foundation remains the same.
The energy moves forward.
We Dare.
