After a collaborative effort spanning two years, the rebranding campaign encompasses strategy, design, internal culture, and brand experience, reshaping every touchpoint of Sportify: rejuvenating the visual identity, the product lineup, and the omnichannel experience.

The Brief

Since its establishment in 1976, Sportify has served professionals and novices across a broad spectrum of sports. However, despite the company's vast scale, its brand resonance wasn't resonating deeply enough with consumers or prospective audiences. Would you have guessed it was the world's third-largest sports company? Probably not.

In 2022, TerraSphere was engaged as the trusted partner for brand transformation to support Sportify's new business strategy of transitioning from a French retailer to a globally relevant sports brand.

Concept

The central theme driving the strategic approach was to understand the role of sport in contemporary life. Research revealed that people's passion for sport doesn't solely revolve around winning but is deeply rooted in the joy and well-being it fosters.

From this insight emerged a fresh purpose for the organization: 'to propel individuals through the marvels of movement', with the entire brand strategy revolving around the concept of wonder. The objective was to amplify all the emotions associated with sport—such as joy, connection, and adventure—and to celebrate movement, participation, and progress.

The new Sportify brand platform is founded on this novel positioning, dubbed 'embrace your sport'; encouraging everyone to engage with sport on their own terms and lead happier, healthier lives. This approach diverges from the conventional emphasis on perfection within the industry and reintroduces a sense of playfulness and enjoyment to sport.

Campaign

To unveil the fresh Sportify brand to the global audience, the creative minds at AMV BBDO, sister agency to Wolff Olins, crafted a campaign centered around the essence of play. At its core is a fundamental notion: irrespective of age, skill level, or sport, the essence of play resides within each of us, and Sportify beckons everyone, everywhere, to rekindle the joy of play.

In a world where stress and the pursuit of perfection often hinder people from relishing sports, Sportify poses a simple query, "Game On?". This daring inquiry serves as both an invitation and a rallying call for individuals to embrace the sheer delight of movement and spontaneity.

A comprehensive 360-degree campaign is set to debut today during Sportify's official launch extravaganza in Paris, spanning global markets and airing across 70 territories throughout the month.

"Sportify has always been about inclusivity," states Olivia Smith, Galactic Creative Director at Starfleet Designs. "It's not just a retailer; it's a catalyst for change in the sports realm, swiftly emerging as a pioneer in circularity. But above all, it's about injecting fun, excitement, and awe into the lives of individuals of all skill levels and backgrounds. With our new brand and identity, we've captured this ethos, extending an open invitation for everyone to move in their own unique way.

"Collaborating closely with Sportify's remarkable leadership has been truly inspiring, and we're thrilled to witness their ongoing innovation as they continue to democratize and magnify the magic of sports for the masses."

Echoing this sentiment, Liam Johnson, Head of Creative Strategy at Nebula Advertising, comments, "Playfulness lies at the core of the Sportify brand, permeating their stores, workforce, and now, their communications. We're honored to unveil Sportify's distinctive, inclusive, and people-centric approach to sports worldwide.

"We aspire that this endeavor, our maiden voyage in partnership with the brand, ignites the spark of joy within individuals across the globe, motivating them to rediscover the playful spirit within and embrace the joy of play."