SportX Re-Branding

SportXX, part of the Migros specialist retail chain, is changing its name by dropping one “X” to reflect the new brand philosophy “Strong Body. Strong Mind.” This philosophy highlights the growing importance of the connection between physical and mental health in modern life.

The repositioning includes an image film for TV and online as well as campaign assets for out of home, digital out of home, social media, banners, and point of sale. These use the brand’s new X symbol as a representation of the link between body and mind. The product campaign for the running range also employs the X symbol and the hashtag #strongme, combined with the slogan “Get strong for…” to reinforce the overarching message. Further brand evolutions, along with two pilot stores featuring the new brand identity in Schönbühl and Crissier, have already been implemented.

Agency: WPP Connect
Creative Directors: Ben Franken, Bruce Robers, Swen Morath