Media Room


“Home Of Experts”: SPORT 2000 International launches new brand claim and global brand campaign

SPORT 2000 will be kicking off a new brand claim and international campaign in April 2022. The sports retail company will be presenting itself for the first time in its history in all SPORT 2000 countries with a uniform brand image. The tagline at the heart of the campaign is “Welcome Home”. With this tagline, SPORT 2000 is positioning itself as the home of sport.

The aim of the global brand campaign is to define the international sports retail group’s position more clearly and to increase SPORT 2000 brand awareness in all countries. “What ‘home’ means is the focal point of our new campaign. Home is your life. Home is your workplace. Home is your sport. But home is also a sense of security and wellness. It’s a place that everyone can identify with. ‘Home’ reflects our unique position in sports retail: SPORT 2000 is the place that offers expert advice with a human touch,” explains Margit Gosau CEO of SPORT 2000 International and SPORT 2000 GmbH, summarising the focus of the new “Home of Experts” campaign.

New, global brand claim: SPORT 2000 is the “Home Of Experts”
Together with the world’s biggest sporting brands, SPORT 2000 is the home of sports and everyone who loves sports. “As one of the largest international sports retail groups, we are now making sure that we present a uniform image with our new brand identity. We want to communicate our values: passion for sports, real expertise, advice from experts, innovation and a human touch,” says Gosau. SPORT 2000 offers all athletes excellent consultation tailored to their needs and regardless of age, gender, background, religion or sporting ability. “We want to inspire people to experience the energy and emotion of sports and to meet athletes of all levels of experience,” emphasises Gosau.

Global visibility both online and in print
In all campaign actions, both in print and online, the focus is on the tagline “Welcome Home”. Country-specific issues will be taken into consideration. “With an international campaign, it is important that the main message is understood correctly in each country. The campaign tagline “Welcome Home” and the brand claim “Home Of Experts” will be translated into the national language for each country. We can then be sure that our message is understood and customers can identify with it,” explains SPORT 2000’s Head of Marketing, Mike Kerbage. Together with powerful visuals that focus on the core aspect of the brand image, “With a Human Touch”, the emotion in sports, in all its forms, will be communicated. The new brand campaign will feature in all relevant social media channels and websites. Campaign posters will also be up in shopping and sports centres.

SPORT 2000 organised a soft launch in autumn 2021 in Bulgaria, Greece and the Netherlands. “We received great feedback on the new campaign, both from our retailers and our partners. All other SPORT 2000 countries will join the international campaign over the course of the year,” says Kerbage.


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