Media Room

07/2025

Clear, modern & with a human touch: SPORT 2000 Group International launches logo update

SPORT 2000 Group International is taking the next strategic step in its brand development with a modernised logo. The new design fulfils the highest digital requirements, strengthens international recognisability and at the same time remains locally connectable. It emphasises the clear positioning of over 2,300 retailers in 17 countries as a modern, networked community in the sports retail sector. The rollout is carried out independently by the respective country organisations.

Since its foundation in 1966, the SPORT 2000 brand has continued to develop strategically, structurally and visually. With over 2,300 sports retailers in 17 countries, SPORT 2000 today positions itself as the "Home of Experts". "Our previous logo has accompanied us for many years. Now is the right time to rethink it and adapt it to our current positioning in sports retail," says Margit Gosau, CEO of SPORT 2000 Group International. The relaunch is not a reorientation, but a consciously chosen evolutionary step. "Brands must constantly evolve in order to remain relevant. Our previous logo from 2007 was no longer up to date in terms of its impact, especially in the digital sector," says Gosau. With the new design, SPORT 2000 has succeeded in combining tradition and the future. The brand presents itself visibly as a modern and internationally networked player in sports retail.

Reduced, modern & digitally optimised
The new SPORT 2000 logo focuses on clear lines, modern typography and high flexibility in both analogue and digital use. 3D effects and striking contours have been deliberately omitted in order to improve legibility. The SPORT 2000 red colour has also been specifically adapted: "In line with our positioning, we are opting for a warmer, more vibrant shade of red. This creates closeness and expresses our 'human touch' even better," explains Mike Kerbage, Head of Marketing at SPORT 2000 Group International. The new logo will be rolled out gradually in the individual SPORT 2000 country organisations. "Our national organisations will switch to the new logo independently within a set timeframe. The marketing managers are actively supporting their retailers and ensuring a smooth implementation," says Kerbage.