On 10 September 2026, the one-year countdown event for the World Athletics Championships Beijing 27 (WCH Beijing 27) took place in the Golden Hall of the National Stadium, known as the Bird's Nest. During the event, the official emblem, mascot, and theme slogan for the championships were unveiled, marking a significant milestone in preparations for the global athletics showcase.
The emblem, named "Jing Yue," centers on the Temple of Heaven and the Chinese character "京" (Jing), which represents Beijing. It incorporates the expressive charm of Chinese calligraphy, engraving the city's local identity while radiating the vibrant energy of athletics. The mascot, "Jing Yan," draws inspiration from "Yan'er," the mascot of the 2015 World Championships held in Beijing. Modeled after the Beijing swift, it symbolizes "the return of the swift after 12 years." The design subtly integrates traditional Chinese kite patterns and the expressive eye makeup of Peking Opera, with a lightning-bolt dynamic that adds a sense of speed. This mascot blends natural vitality, culture, art, and athletic competition, nodding to the 2015 edition while bringing Beijing's rich cultural heritage vividly to life.
The theme slogan, "Every Step Counts," embodies the relentless competitive spirit that every step and every effort matters. It sends a warm yet resolute message to the world: on the road to excellence, every wholehearted effort holds extraordinary value. This slogan is set to resonate with athletes and fans alike, emphasizing the importance of perseverance and dedication in the pursuit of greatness.
In a video address, President of World Athletics Sebastian Coe noted that Beijing is the first city in the world to have successfully hosted both the Summer and Winter Olympics, with a remarkable record of staging world-class events. He said the World Championships Beijing 2015 produced many iconic moments, and that World Athletics firmly believes China will stage the 2027 edition of the Championships to the highest possible standard and deliver an unforgettable sporting spectacular for audiences across the globe.
The World Athletics Championships Beijing 27 will be held at the National Stadium from 10 to 19 September 2027. More than 2,000 athletes from over 200 countries and regions will gather at the Bird's Nest for this grand athletics celebration. The event is expected to draw significant global attention, further cementing Beijing's status as a premier host of major international sporting events.
For businesses and technology leaders, this announcement signals potential opportunities in event management, broadcasting, sponsorship, and tourism. The integration of cultural elements with modern sports marketing could also inspire innovative approaches in branding and fan engagement. As the countdown continues, stakeholders can look forward to a championships that not only celebrates athletic excellence but also showcases the fusion of tradition and innovation. The official hashtags, #WCHBeijing27 and #EveryStepCounts, are already generating buzz on social media, indicating strong public interest.
