• Transform magazine
  • December 06, 2023


Changing the British high street retail: Sports Direct rebrands

Sports Direct Billboard Venturethree

As high street retailers across the UK struggle with changing consumer behaviour and the implications of the Covid-19 pandemic, UK sportswear chain Sports Direct worked with creative agency venturethreeto to develop a new brand strategy and identity. The rebrand reimagines what the retailer can stand for and how it can change perceptions.


venturethree used insight from consumer research to find that offering value enables access to sport for the many, not the few. The new purpose, ‘to use the powers of sport to champion the legend in everyone’ is based on the belief that access to sport should be a right for everyone.

“The brand that venturethree created is built around an evolving reality of consumer needs. We now have a ‘North star’ that guides Sports Direct to deliver on our elevation strategy and stand for accessibility in sport,” says Beckie Stanion chief marketing officer for Sports Direct.

Sports Direct’s new identity is built on the idea that sport is the great equaliser. The new logo, the equals sign, puts equality and inclusivity at the heart of the brand and is designed to be powerful enough to stand next to Sports Direct’s brand partners. A fresh approach to photography is built on accessibility, inclusivity and empowerment, representing people of all ages, races, genders, abilities and disabilities. The individuals photographed are made to appear elevated and full of confidence to ‘champion the legend in everyone.’

“We love the idea that we are all equal through sport. It feels both true to who Sports Direct are today, and to the business they are becoming. We wanted to create a brand that boldly makes that statement. An extroverted, super sporty brand that keeps it simple and helps people to feel empowered,” says Graham Jones, creative partner at venturethree.