Sports activities Direct rebrands in bid for inclusivity and equality

By | March 31, 2021


The low-cost sports activities equipment retailer has dropped the ‘.com’ in its newest identification overhaul which focuses on accessibility for customers.

Sports activities Direct has revealed a rebrand within the try and unify the retailer’s identification and sustain with tendencies within the sports activities trade.

The work – which features a new brand, title change and in-store particulars – has been carried out by London-based model consultancy Venturethree.

Sports activities Direct has not been with out controversies previously, principally because of its founder Mike Ashley. Within the early levels of final yr’s lockdown, Ashley acquired criticism for attempting to maintain Sports activities Directs shops open (although this choice was reversed).

Points predated the pandemic, nevertheless. Sports activities Direct Worldwide (the retailer group that owns the shop) even rebranded as Frasers Group on the finish of 2019.

“Elevate the significance of buyer expertise”

Venturethree technique director Tim Jones says that the rebrand was prompted by developments within the manufacturers bought at Sports activities Direct shops.

Flagship labels like Nike and Adidas have began to “elevate the significance of buyer expertise”, he says, and Sports activities Direct was behind on this respect.

One of the vital vital modifications to the identification is dropping ‘.com’ from the model’s title. “It’s 2021 now,” Jones says of the title replace.

The brand new technique places an emphasis on accessibility and inclusivity, based on Jones. “They assist individuals entry the perfect sports activities equipment on the planet,” he provides. “Presumably for hundreds of thousands individuals, it’s the place their first pair of soccer boots, shin pads, rugby equipment or golf membership got here from.”

The up to date brand emerged from this technique, by putting emphasis on the equal indicators, Jones says. The image represents equality and can be utilized flexibly all through the identification, together with in new marketing campaign supplies.

Venturethree inventive director Graham Jones explains that the brand new image – often known as ‘the equaliser’ – “stands for one thing very highly effective” and displays the corporate’s new values.

Jones provides that the brand new identification needed to “work properly throughout retail signage”, particularly for animations on in-store screens and on social media channels.

The pink and blue color palette has been retained however is now “extra vibrant”, says Jones. This pairing is “synonymous with sport all over the world”, he provides.

Jones factors out that the brand new identification needed to work alongside an array of sports activities manufacturers, which regularly have recognisable logos resembling Nike’s ‘swoosh’ and Adidas’ three stripes. The retailer’s new brand can be utilized in a lock-up with these different symbols.

Sports activities Direct beforehand had a spread of typefaces in use throughout its numerous channels, and the brand new identification goals to tidy these up.

Jones says that just one typeface was chosen for the brand new look – GT America – which mixes “the historical past of excessive impression, page-filling, sporty American gothics with purposeful and accessible European Neo-Grotesques”.

New marketing campaign pictures has been created in collaboration with Phil Haynes. This can goal to characterize individuals of all ages, races, genders, talents and disabilities, based on the consultancy. Venturethree has additionally carried out new tone of voice for retail and advertising and marketing.

What do you consider Sports activities Direct’s rebrand? Tell us within the feedback beneath.


Supply hyperlink