Retail giants Intersport joined forces with Jarrold to create a flagship store that would lead the field in sports retail in the region. Excited to embrace this new opportunity, but also worried about eroding its existing customer base, the client needed the planned rebrand and launch campaign to be handled sensitively.
Changes in the target audience and their fitness preferences gave us the opportunity to take a fresh look at the store’s identity. Growth areas for sports retail indicated a shift towards individual sports such as running, training and swimming, with 25% of the market interested in running and 40% in overall fitness. The fact that the female was the major buyer would also need to be reflected throughout the campaign.
A shift in name from Pilch to Jarrold Intersport would be a big change for the local client base, but the benefits of linking the well-known and respected Jarrold brand with a household name such as Intersport made this a creative opportunity not to be missed. The change also meant we could focus on the store’s new positioning in the sector, realigning the creative to reflect the knowledge and specialist advice on offer, ‘serious about sport’.
Local sports heroes.
We wanted to create an impact with our proposed visual identity and, so, applied a powerful, dynamic look, together with a bold colour palette. Imagery was key to the campaign and needed to be relatable, aspirational and exciting; our solution was to feature local sports people in action. Alongside emotive headlines, the final advertising created a stirring launch for the store and has given Jarrold Intersport a toolbox of creative to continue promoting themselves throughout the months ahead.