True-sport, with immersive and interactive experiences to educate and inspire
To create a space and experience where the brand can truly share its expertise, and where all athletes can learn while playing sports together.
We have redefined and refreshed Sprinter’s core brand assets, creating a fresh expression of Sprinter’s new direction of being the ‘friendly coach’. This led to ‘Sport for Life’ becoming a way to emphasise how Sprinter has an ever-present role in its customers' lives, as well as its commitment to providing education and encouragement.
The resulting concept takes people on a journey through the offer with moments of expression, engagement, and learning, to enhance the experience, and these memorable interactive touch-points help define this new positioning for Sprinter, as a true sports authority and partner.
Spinter occupies the ground level while Deporvillage, another brand within the wider group and focussed on cycling takes 50% of that space on a central mezzanine, with double-height space front and back. The Sprinter space is bright, fresh, and optimistic, the Deporvillage space is darker, more dramatic, and theatrical - see Deporvillage here
“ We are excited to be able to share our expertise with athletes in this new experiential store where we can learn from them while playing sports together. We believe that this new way of experiencing retail is very enriching in both senses. It is the only store in Spain where you can try so many different sports live.” Álex Lamata, Director, Sprinter