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Intersport 2.0

Susan Herbert, Head of Marketing Intersport UK & Ireland, explains their mission and plans for the future

Winning with everyday athletes
Intersport has always been at its heart the performance sports retailer that bring sports to the people. This has taken a number of forms over the years but the group mission has been redefined along with the refreshed logo and style for 2018. The Intersport mission is to inspire, serve and connect “everyday athletes” to pursue a lifetime of personal achievement, health and joy in the world of sports.

Intersport is the retail brand with a strong, clear and consistent position. As a multi speciality sports destination able to focus on key sports categories, combining the best of local entrepreneurship of the independently owned stores with the groups resource and support as a global player. The core position remains as the multi category specialist with a clear focus on the key categories of Running, Training and Football.

The Intersport consumer is that everyday athlete with a primary sport in which they invest the most time, energy and money but with an average of 2 additional sports practised regularly. The term everyday athlete doesn’t refer exclusively to training fanatics but rather those who practice sports three to four times a week. These athletes view sports as a means to balancing health, fostering a sense of personal achievement and strengthening personal connections. They care about practising sports regularly and effectively and want to shop in a store that can service their needs regardless of the chosen activity.

The growth in the Run and Train categories is a reflection of the everyday athletes and is where Intersport will focus for AW18 with campaigns which have a distinct style and signature for the brand to position in the market place.

RUN
Whilst Intersport caters for all runners product and advice needs the campaign is focused on two different consumers with the Competitive Runner and the Next Gen Runner. Throughout the season this gives retailers the opportunity to showcase products to diverse groups but with a singular brand theme and style that stamps the authority of the running expert at every touch point.

TRAIN
Training is the category with the largest growth and most exciting development with so many areas of fitness coming together as one focused area. The Intersport campaign captures two of these with the Training Enthusiast and the Versatile Athlete which allows a flexible approach to presenting Train to the consumer as an accessible and stimulating category.

EXPERTS
The Intersport characteristic that runs through every store and member of staff is that they are experts, passionate about sport. The creative executions of the campaign reflect this and work across retail and digital, supported with editorial content, expert advice, events, clinics and activations. Together with key brand partners Intersport are able to offer the best product selections from head to toe to be the authority in that category.

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