Sports
Aline Alexa Blends Design and Endurance at Blue Line
Triathlete details the brand transition of custom frames that immortalize marathoners' and triathletes' achievements.
Aline Alexa shared how she combined her design background with a passion for triathlon to launch Blue Line. The brand crafts commemorative frames that turn medals and course maps into purposeful trophies.
Balancing an endurance training routine with work and business demands is a constant challenge of managing priorities. In a conversation on Stemma's Se Liga Nelas podcast, triathlete and designer Aline Alexa shared behind-the-scenes insights into her career transition and the growth of her company, which is undergoing a strategic rebranding: the former A Sports is now officially named Blue Line.
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Balancing training and a new professional chapter
With multiple Ironman 70.3 finishes under her belt and a full focus on her entrepreneurial career, Aline explained that balancing athletics and business requires conscious trade-offs. After leaving the corporate world to dedicate herself to her own ventures, her training volume had to adapt to new financial priorities and the demands of running a company.
The idea of creating commemorative display frames arose directly from merging her design degree with her personal endurance background. For Aline, every finish line represents months of dedication, sacrifice, and personal triumph that shouldn't fade away in the ephemeral nature of social media. The frames integrate the finisher medal, course map, athlete name, split times, bib number, and race photos.
Why Blue Line?
The name Blue Line pays direct homage to the traditional blue line painted along the asphalt of major marathons, which marks the ideal tangent to run the exact official distance of 26.2 miles (42.195 km). The metaphor invites every athlete to embrace and honor their own journey.
According to Aline, the goal is for runners and triathletes to see their frame as a true personal trophy. Even when thousands of athletes cross the exact same finish line, the story, meaning, and effort behind each medal are entirely unique to the individual, regardless of what the clock says.
From post-World Championship prototype to business growth
The first prototype came together right after Aline competed at the 70.3 World Championship in Finland. The response was immediate: after sharing the design in her training club's group chat, orders started rolling in that very week.
Drawing on her previous experience at companies like Ambev and Polar, alongside marketing consultancies, she structured the venture for sustainable scale. In the early days, Aline made a point of personally reviewing clients' backstories—such as marathons run in honor of loved ones overcoming illnesses—to customize every detail. As the operation scaled and built out a customer support team, preserving the purpose and soul of every athletic milestone remained the central pillar of Blue Line.
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