Because customers think regarding sex
Migros subsidiary SportXX changes its name
SportXX has been offering jogging shoes and cross-country trainers for years. The sports subsidiary of Migros is a big player. Now she’s changing her name. Because the double X has negative connotations.
The Migros specialist retail chain SportXX is changing its name. That’s what she writes «Handelszeitung» in their current edition. «Customer surveys showed us that the double X has rather negative connotations and does not correspond to the quality aspect that we actually offer. The new X also represents the connection between Body & Mind. That’s why we’re now changing the name to SportX,” confirms Ophélie Döbler, head of the two chains SportXX and Bikeworld.
Market observers assume that the name change was also made because multiple mentions of the letter “X” in the name are too closely linked to the erotic area in certain sections of the population, the “Handelzeitung” continues.
New with tea and vitamins
Döbler, who has been head of SportXX since summer 2021, is now focusing on physical and mental health elements for the sports retail chain. Additional ranges such as sleeping pillows, massage devices, vitamins and tea will be introduced in initially two branches, according to the “Handelszeitung”. (pbe)
