Redefining the DNA of modern sportswear
Pro Direct, one of the most successful global online sporting retailers asked us to overhaul DO, one of their own sportswear brands, to engage a younger demographic and compete in the saturated global sports market. The challenge involved creating a new brand DNA, brand identity with rules and guidelines, values and unique design language to inform the design of a mens and womens sportswear relaunch collection; one that fused both performance attributes and a sports lifestyle aesthetic.
Sport culture has become more social and communal whilst remaining addictive and competitive, so we organised focus groups with athletes from various disciplines, within the target demographic, to identify desired performance and lifestyle product features and to discuss brand messaging. This informed a 'Spirit Of Sport' brand positioning, creating our strategic foundation and a creative direction that was inspired by a 'loyal' and 'tribal' sensibility within modern sports particpators.
We immediately renamed DO to DO SPORT, repositioning the brand as a sports company born out of function, created for comfort, designed with style and delivered with attitude. Through a new 'tribal' inspired brand identity and motivational tagline 'For People That Do,' we reestablished the now DO SPORT as a global brand that defines modern sports culture. With Pro Direct recently opening up it's own retail shop on Carnaby street in London, the company can now leverage the brand's new DNA and develop a mobile and social 'interactive' relationship with their audience.