For the first time in the company’s history, Sport 2000 has worked out an internationally harmonized brand campaign under the new claim “Home of experts” that rolls out in all Sport 2000 countries this April. With the tagline “Welcome Home” at the heart of the campaign, Sport 2000 aims to position the brand’s stores as the true realm of sports. The global brand campaign aims to define the international sports retail group’s position more clearly and increase brand awareness in all countries.
“As one of the largest international sports retail groups, we are now making sure that we present a uniform image with our new brand identity. We want to communicate our values: passion for sports, real expertise, advice from experts, innovation and a human touch,” said Margit Gosau, CEO of Sport 2000 International and Sport 2000 GmbH.
All print and online campaign activities focus on the tagline, adapted to local conditions if needed. “With an international campaign, it is important that the main message is understood correctly in each country. The campaign tagline ’Welcome Home’ and the brand claim ’Home Of Experts’ will be translated into the national language for each country. We can then be sure that our message is understood and customers can identify with it,” explains Mike Kerbage, head of marketing. Visuals focusing on the core aspect of the brand image ”With a Human Touch” highlight the emotions in sports. According to a company release, the new brand campaign will feature on all relevant social media channels and websites. Campaign posters will also be up in shopping malls and sports centers.
The company organized a soft launch of the new campaign in Bulgaria, Greece and the Netherlands in the fall of 2021 to assess initial feedback. The Sport 2000 group serves roughly 3,500 retail stores in 20 countries.
