Sports Direct Rebrand

We rebranded Sports Direct to give the brand a fresh, contemporary edge one that speaks to a new generation of athletes and everyday movers. The updated identity features bold typography, clean layouts, and a more lifestyle focused visual direction.

To launch the rebrand, we developed a campaign titled “5 Steps to Start Your Sport Journey”, aimed at encouraging people of all levels to get moving. The campaign used real life imagery and relatable messaging to inspire confidence and inclusivity. From social media rollouts to in-store visuals, this campaign brought the rebrand to life in an authentic, motivational way making sport feel accessible, personal, and empowering.