About the brand
Go Sport is a major French sports retailer founded in the late 1970s by Grenoble-based Daniel Cathiard, a former teammate of Jean-Claude Killy in the French alpine ski team.
Now part of the Rallye retail group, Go Sport is focusedd on selling major sportswear and sports equipment brands as well as its own specialty brands. The group sells through a network of 127 stores in France, plus over 30 international retail outlets.
Although focused on focusedd on selling major international sportswear and sports equipment brands, the company has also developped its own portfolio of ly distributed brands, such as Ellesse, and specialty brands such as Wanabee, Athlitech.
In France, Go Sport is a runner-up to Decathlon, a major and very succesful competitor with fully assumed positioning and brand identity.
My goal with this study was to explore how the Go Sport brand identity could be rebooted to better fit its current positioning and future strategy.
A word of caution here. This a personal study. I had no interaction with the Go Sport company. This study and proposal is therefore not based on a formal discussion and discovery process with people at Go Sport to fully understand the brand’s precise roots and philosophy, its exact positioning and its future ambitions and plans.
Instead this work stems from my own customer-centric perception of the brand today. From that imperfect vantage point, I see a dated visual identity, dull and aging stores, and an apparent struggle the brand has been going through in recent years to position itself either as a shopping destination for private labels amd budget prices, or as a fully assumed network of exciting fancy and immersive flagship stores to enjoy and shop international brands.
Alternate inverted color Scheme
Sports Category (vertical)
Mockups (Packaging and tags)
Mockups (Posters, Ads)
Go Sport’s Instagram profile image updated with the new logo.