SportsCo.
Sportsco.
A legacy Australian sports retailer founded by footballing greats, SportsCo. needed a bold repositioning to reassert its relevance in a crowded, discount-driven market.
I led the creative refresh of the brand, tapping into its competitive DNA to craft a dynamic identity and retail presence that speaks to performance, pride and sporting heritage. The result was a striking new look and feel designed to give the brand a true edge, both on and off the field.
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SportsCo. is a national sporting apparel and footwear retailer founded in 1983. Originally launched by a group of Australian footballing professionals, the brand grew to over 40 franchise locations across the country, offering head-to-toe performance solutions for athletes and active Australians.
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The sports apparel retail category includes brands that offer performance-driven clothing, footwear, and accessories designed for sport, fitness, and active lifestyles. Typically catering to a broad audience, from elite athletes to everyday consumers. Success in this space depends on brand credibility, innovation, and a strong in-store and digital experience.
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To reposition SportsCo. in a highly competitive sports retail landscape by modernising the brand identity, reconnecting with its elite sporting roots, and creating a more premium, performance-focused customer experience.
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Brand Strategy
National Brand Identity Design
Campaign Creative
Retail & Environmental Design
Brand Guidelines
Social Media Asset Creation
Store Signage & POS
