'We Are All Equal Through Sport' in Sports Direct's New Rebrand

Global brand company venturethree has rebranded Sports Direct – a milestone in the Frasers Group elevation strategy.

As high street retailers across the UK struggle with changing consumer behaviour and the implications of the Covid-19 pandemic, Sports Direct’s new vision to become the world’s first destination for sport and fitness marks a significant shift for the brand.

venturethree created a new brand strategy and identity to reimagine what the retailer can stand for and change perceptions.

A staple of the British high street for almost 30 years, Sports Direct is best known for low-cost sports kit. With insight from consumer research, venturethree found that offering value enables access to sport for the many, not the few.

The new purpose is ‘to use the powers of sport to champion the legend in everyone’ is based on the belief that access to sport should be a right for everyone.

Beckie Stanion, chief marketing officer for Sports Direct said: “The brand that venturethree created is built around an evolving reality of consumer needs. We now have a ‘North star’ that guides Sports Direct to deliver on our elevation strategy and stand for accessibility in sport. I’m excited to show the world where the new brand takes us.”

Tim Jones, strategy director at venturethree, added: “We’ve been inspired by the ambition and innovative spirit that drives Sports Direct’s leadership team. The brand strategy channels that mindset into a purpose-led brand that will undoubtedly be at the cutting edge of retail’s future.”

Sports Direct’s new identity is built on the idea that sport is the great equaliser. The new mark – the equals sign - puts equality and inclusivity at the heart of the brand. It is designed to be powerful enough to stand next to Sports Direct’s brand partners – an icon alongside the Nike swoosh and the adidas three stripe.

A fresh approach to photography is built on accessibility, inclusivity and empowerment. It represents people of all ages, races, genders, abilities and disabilities. And to ‘champion the legend in everyone’, the individuals photographed are made to appear elevated and full of confidence.

Graham Jones, creative partner at venturethree, said: “We love the idea that we are all equal through sport. It feels both true to who Sports Direct are today, and to the business they are becoming. We wanted to create a brand that boldly makes that statement. An extroverted, super sporty brand that keeps it simple and helps people to feel empowered.”

venturethree continues to work with Sports Direct to roll out the new brand and make the new vision a reality across the experience.