Repositioning a challenger sports retailer.
Sportspower and Balance have a long history. With more international competition entering the market the brand needed a refresh. Holistically, we developed a campaign that brought SportsPower’s tag line ‘Your Local Expert’ to life, inspiring customers, members and head office – and ultimately and bring pride back into the brand.
The campaign needed to position SportsPower as a leading brand in the retail landscape, and have the ability to roll out at a national and state level but also be utilised in cluster area promotion and at store level.
What was developed was a brand core that stood for ’empowerment’. The relaunch of ‘your local expert’ needed to transcend beyond what was for many years – just a positioning line.
Brand TVC, retail TVC’s, radio, store Point of Sale, Digital and social media campaign