New brand claim from Sport 2000

Sport 2000 has given itself a new international corporate design and a new brand claim. Both are now also being implemented in Austria.

“Where professionals are at home”: This new claim is intended to emphasize the core competencies that the members of the sports retail cooperation Sport 2000 have in common: strong advice, service orientation and authenticity in sports. Sport 2000 is the market leader in Austria, ahead of Intersport. “Together with the largest sports brands in the world, Sport 2000 is the home for sports and all people who love sports,” explains Holger Schwarting, CEO of Sport 2000 Austria.

The aim of the new global brand campaign is to further sharpen the positioning of the sports retail group as a specialist and to increase brand visibility across countries. Because for the first time this year, all national companies missed a uniform brand identity. “Think globally, act locally sums up the core idea of ​​Sport 2000 very well. Our association offers a high level of individuality and flexibility for retailers and offers stable support in a strong association,” says Schwarting.

‘Professional concepts’ as a success factor

The new brand claim “Where professionals are at home” complements the positioning with the professional concepts from Sport 2000. In 2018, the group started the transformation to a specialist with the first professional concept in the bike sector. In the meantime, every second Sport 2000 dealer has implemented at least one specialization offer in the areas of bike, running, skiing, mountaineering or team sports. A total of 51 bike professionals, 27 running professionals, 61 ski professionals, 18 team sports professionals and 31 mountain professionals are currently available to customers throughout Austria – according to Schwarting, a success factor for the stationary sports retail trade.

Marketing offensive for the launch

The launch of the new claim is supported by an attention-grabbing, Austria-wide marketing offensive. It starts with a TV commercial that can be seen on selected TV channels from December 27th. Posters with portraits of the Sport 2000 dealers in combination with expressive sports images and digital on relevant social media channels and websites will be rolled out at the same time as the end of December. “With the emotions shown, we want to inspire people all over Austria for the world of sport. Our motivation is to achieve maximum visibility for our new brand claim,” says Marketing Manager Natascha Krawinkler.