Intersport wants to renew and sharpen its image in Sweden with the launch of a new website, advertisements and an increased social media presence aimed at strengthening ties with consumers. The exact launch date of the new website has not yet been announced, but television advertisements featuring a range of Swedish sports stars have already had their debut. According to the chief executive of Intersport Sverige, Ulf Kinneson, the goal of the new branding initiative is to convey a positive spirit and attitude, not just products and price. The TV commercials were recorded at several locations around the country showcasing sports like skiing, football, cycling, baseball, basketball and skateboarding.

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