Maurten is the Unofficial athletes' choice

It's a brave brand that opts to take its logo off its products - particularly in the field of sports, where it's all about visible branding and product placement. But sports nutrition specialists Maurten have done just that in their latest campaign.

Used officially by some of the world's top endurance athletes, including Mo Farah, Eliud Kipchoge, Mary Keitany and Jan Frodeno, Maurten's products are also the unofficial choice of many more elite triathletes and ultra-runners, who are sponsored by larger brands in the category, and therefore need to keep their use under the radar. 

To underline its commitment to athletes and their performance - rather than self-serving publicity - Maurten has teamed up with Swedish agency Åkestam Holst to release Maurten Unofficial, a range of logo-less products with nothing to identify the brand behind them.  

The campaign launched with a film directed by HALAL's Madja Amin, in which the faces of sportspeople are pixellated for anonymity.