/ Team sportia

Giving sports retailer the tools to win

Team Sportia is Sweden’s third largest retailer of sporting goods. Spread across the country, the chain has more than a hundred outlets and 900 employees. The primary focus is on fitness, football, running, active leisure, biking and cross-country skiing.

Direction

A lack of direction, coupled with a tired and overly complicated visual identity, made it difficult for Team Sportia to gain the traction needed to thrive in a highly competitive arena.

Creation

Team Sportia’s beating heart is a tight-knit team of retailers with a passion for sport. We jumped at the chance to design a logo robust enough to reflect their commitment. Price tags were quickly identified as key identity carriers in the stores, giving us the opportunity to produce a unique stencil font to harmonise with the logo. And by reducing the number of elements, the brand’s signature colour – red – becomes even more visible.

Activation

The new tools, designed to yield rapid results, brought welcome relief to an organization under severe financial strain. The work has provided a lasting boost to the Team Sportia brand, both in terms of awareness and perception.