International sports retail is increasingly being divided into specialist and multi-category stores. As a forward-looking retail service organisation, SPORT 2000 International is positioning itself in this transformative environment with a new banner and branding strategy. Margit Gosau, CEO of SPORT 2000 International and SPORT 2000 GmbH, talks in an interview about the background and how this strategic decision creates clarity for end consumers, specialist retailers and the industry.
Global developments and trends are challenging and shaping sports retail like never before. How is SPORT 2000 International positioning itself in the dynamic market environment of sports retail?
Margit Gosau: For years, we have been pursuing a strategy aimed at successfully positioning both multi-category stores and specialists on the market. Our specialists are characterised by their comprehensive expertise in a specific sports segment and target consumers who are looking for specific products and specialist advice. In-depth expertise, such as that required for running analyses or bike fittings, cannot be found in multi-category stores because they are too specialised. SPORT 2000 multi-category stores, on the other hand, offer a wide range of sporting goods and brands to fulfil a variety of customer needs and provide a versatile shopping experience.
SPORT 2000 MCR-Store in Nordhorn (Germany)
SPORT 2000 International offers specialist retailers various retail formats that are orientated towards changing market developments. Is this strategic orientation also recognisable on the market? If so, to what extent?
Margit Gosau: Yes, our strategic focus is now also visible on the market. In an intensive strategy process, we have decided to position ourselves even more strongly on the international sporting goods market with a new banner and branding strategy. Our various retail formats will receive focussed branding for even greater clarity and precise positioning. In future, the SPORT 2000 brand will stand exclusively for our multi-category retail format, while our specialist formats ABSOLUTE and our specialised retail concepts Experts and Club will operate as independent brands.
Does this mean that the specialist formats ABSOLUTE and the specialised retail concepts Experts and Club will be decoupled from the SPORT 2000 logo?
Margit Gosau: Yes, each of our specialist formats and our specialised retail concepts will have its own brand identity and will be managed without the SPORT 2000 logo in future. It is important to us that the entire strength and expertise of the SPORT 2000 retail community stands behind all our retail formats, even if the SPORT 2000 logo is no longer visible.
Decoupled logo at the ABSOLUTE RUN store front in Aschaffenburg (Germany)
That sounds like a comprehensive reorganisation. What added value does the new SPORT 2000 branding strategy bring for end consumers and specialist retailers?
Margit Gosau: End consumers can now recognise at first glance which products and specialist advice they can expect in a particular store. Potential retailers can now also strategically position themselves in the respective market environment with either a multi-category approach, a specialist format or a specialised retail concept.
SPORT 2000 has seen itself as a brand partner for years. To what extent does the changeover also benefit the industry?
Margit Gosau: The industry demands a clear differentiation between multi-category stores and specialists. Thanks to our new branding strategy, established sports brands are bringing their product ranges to the right stores with even greater precision. Our new branding therefore brings the right customers together with the right product ranges in an even more focussed way than before.
Decoupled logo inside of the ABSOLUTE RUN store in Leuven (Belgium)
Making a strategic decision is one thing. Implementing it, however, is another. When will the new branding strategy become visible on the market?
Margit Gosau: Implementation has already begun. With the opening of our latest ABSOLUTE RUN stores in Heilbronn, Aschaffenburg and Leuven, our strategic decision has already become visible at the point of sale. The stores specialising in running have a new brand image, without the SPORT 2000 logo. All other new openings will be realised in line with our strategy. The existing stores are gradually being rebranded.
Margit Gosau – CEO of SPORT 2000 International and SPORT 2000 GmbH
Picture Credits: SPORT 2000 International GmbH
