Sports Authority — Brand Strategy Book by Seonah Jeon

BRAND STRATEGY BOOK

BRAND STRATEGY

CONTENTS 01

Brand Research 06 - Competitive Analysis - Brand Timeline - Finalized Brand Soul & Mission Statement

Brand Strategy 14 - Five Keywords - Six Audience Profiles - Brand Grids - Keywords with Pulls

PART 01 // BRAND STRATEGY

BRAND STRATEGY BOOK

Devlopment

Pictorial Marks Typographic Marks Tighter Sketches Logo Refinements

Applications

- Business Stationery - Coporate Uniform - AD & Truck - App Icon & Bag

Logo Systm

Brand Standard 70

Extensions

- The main Logo

- Mobile App

- Logo Sizes

- Smartwatch

- Clear Space

- Apparel

- Authorized Uses

- Shoes

- Unauthorized Uses

- Fitness Club

- Color Palette

- Equipment

100

- Typography

BRAND STRATEGY

PART

01 PART 01 // BRAND STRATEGY

BRAND STRATEGY BOOK

Brand Research - Competitive Analysis - Brand Timeline - Finalized Brand Soul & Mission Statement

Brand Strategy - Five Keywords - Six Audience Profiles - Brand Grids - Keywords with Pulls

Brand Strategy

BRAND RESEARCH

PART 01 // BRAND STRATEGY

BRAND STRATEGY BOOK

Brand Research A competitive analysis Brand timeline Finalize the brand soul statement A new brand mission statement

Brand Research

A Competitive Analysis

Chosen Brand

Competitors

1. REI (Future)

2. Dick’s Sporting Goods (Future)

3. BIG5 Sporting Goods (Future)

4. Modell’s Sporting Goods (Direct)

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BRAND STRATEGY BOOK

5. Academy Sports and Outdoors (Direct)

9. Nike (Ancillary)

6. City Sports (Direct)

10. Adidas (Ancillary)

7. Target (Ancillary)

11. Finish Line (Ancillary)

8. Under Armour (Ancillary)

12. Play It Again Sports

Brand Research

Brand Timeline

1987

1993

Jack Smith who opened the first Sports Authority store in Fort Lauderdale, Florida, in 1987.

End of

1990 The company more than doubled its size to 19 stores. At the end

1991

Sports Authority had become less dependent on Kmart

As revenue rose to

and had gained enough

$240 million, the

financial strength to

company enjoyed its

fund the opening of

first profitable year of

10 new stores on its

operation.

own during the first six months of the year.

of the fiscal year, the company reported a loss of $3.3 million.

Joseph Antonini, then chairman of Kmart Corporation, shared Smithâ&#x20AC;&#x2122;s confidence and acquired the sporting

Sales climbed more

goods minichain for $75

than 70 percent while

million in March of that

Sports Authority were

income more than

same year.

subsequently approved

tripled as 20 new

for initial public offer-

stores were opened.

ings with the hope of

1992

raising more than $1 billion. On November 18, 71 percent of the company was sold to

1990

the public for around $270 million.

1994 November

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BRAND STRATEGY BOOK

January

2006

July

2016

February

2016

Sports Authority agreed to be purchased in a leveraged buyout

The Sports Authority website redirects to the

by aﬃliates of Leonard

It was widely reported

Dick’s Sporting Goods

Green & Partners.

that Sports Authority

website.

was set to declare Chapter 11 bankruptcy, due to debt problems.

Reuters reported that Academy Sports + Sports Authority

Outdoors and Dick’s

Gart Sports completed

launched new store

Sporting Goods had

a “merger of equals”

brand “S.A. Elite” in

expressed interest

with Sports Authority.

mid-2010, based on

in purchasing Sports

The Sports Authority

consumer research and

Authority’s assets.

was the largest full-line

testing.

sporting goods retailer in the United States, and had 205 stores in 33 states.

2010

2003 August

2016 April

Brand Research

Brand Soul & Mission Statement

Chosen Brand

Initial Brand Soul

The brand soul is to create a shopping experience establishing The Sports Authority as the first choice for the sports, leisure and recreational customer.

Initial Brand Mission Statement

Sports Authority is dedicated to providing our customers with the best shopping experience possible by consistently providing great brands at great values. Increasing that value by providing industry-leading customer service and product knowledge, we are dedicated to you, and helping you take your game to the next level.

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BRAND STRATEGY BOOK

New Brand Soul

The brand soul is becoming a personal sports authority to motivate and help people who are sedentary due to busy lifestyle or pre-athletic to become a elite performer.

New Brand Mission Statement

The Sports Authority will motivate pre-atheletes to become elite performer by providing extensive selection of sporting goods based on customersâ&#x20AC;&#x2122; outdoor experiences and learning opportunity of pursuing healthy and active lifestyle.

Brand Strategy

BRAND STRATEGY

PART 01 // BRAND STRATEGY

BRAND STRATEGY BOOK

Brand Mission Finalize the new brand statement Five possible keywords

Audience Six audience profiles

Brand Grids Brand Grids: Old vs. New Initial Pulls for Each Keyword Refined Pulls

Brand Strategy

Brand Mission

The New Brand Soul

Dedicate to achieving your best in your fitness goal

The New Brand Mission Statement

The Sports Authority will motivate beginners and pre-athletes to become elite performers by providing an extensive selection of sporting goods based on customers’ sports experiences and facilitates learning knowledge of pursuing a healthy and active lifestyle.

Repositioning Statement

Sports Authority is dedicated to motivate the beginners and pre-athletes to become everyday athletes as well as elite performers in best practices for developing his or her everyday athleticism. Providing an extensive selection of sports brands and styles by customers’ sports experiences, we want you to be able to continue to grow stronger and healthier as you leave your comfort zone with our products. In order to do this, we have established a number of core components that encompass complete athleticism by offering sports apparel, professional equipment, sports trends information, outdoor workshops and classes, online community to develop customers’ health and achieve their fitness goal. Let’s find the best version of yourself with us.

PART 01 // BRAND STRATEGY

BRAND STRATEGY BOOK

Brand Strategy

Five Possible Keywords

Five possible Keywords

Authoritative

Motivating

Active

Helpful

Guiding

PART 01 // BRAND STRATEGY

BRAND STRATEGY BOOK

Brand Strategy

Audience

PART 01 // BRAND STRATEGY

BRAND STRATEGY BOOK

Audience

1. Sedentary Worker

Name: Brian Cooper

Age: 38 Occupation: Customer support engineer Personality: introvert Status: married Archetype: Workaholic

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BRAND STRATEGY BOOK

“I am a workaholic.”

Brian is in his late 30’s and has a 2-year-old son. Because he is the one who only makes income for living, he tries to take overtime work. This leads him to have more pain in shoulder and back. He seeks time to exercise regularly to be more healthy and register a fitness class for motivation.

Goals

Trying to find spare time to exercise regularly Want to engage more with pre-atheletes Pursuing of learning a specific sport deeply Want to get a good quality of sporty apparel Learning about sports equipments for certain level

Frustrations

Having hard time to find spare time to exercise Mostly working sedentarily Feeling fatigue and tired easily Not having much social life with friends Having lack of sporting goods knowledge

Technology

IT & Internet Software Mobile Apps Social Networks LOW

HIGH

Brands

Audience

2. Soccer Mom

Name: Jane Morrison

Age: 44 Occupation: homemaker Personality: extrovert, supportive Status: married Archetype: soccer mom

PART 01 // BRAND STRATEGY

BRAND STRATEGY BOOK

“I am now a soccer mom.”

Jane has a 16-year-old daughter and a 9-year-old son who plays soccer in a school team. She is trying to support them to be healthy and active. She also likes to gather with other soccer moms to share educational information and sports events around her neighborhood. She wants to find sporting goods at competitive prices because they are worn out fast.

Goals

Letting her children enjoy sports to have more social life Wanting her children to be successful and confident Pursuing more outdoor activites to engage with other moms. Buying good quality sporting goods in discounts. Beoming healthier for herself to support her family

Frustrations

Having lack of finding exercise time for herself Hard time spending a lot of money for sporting goods Having a low income because she doesn’t work No time to seek best values and goods in a local store

Technology

IT & Internet Software Mobile Apps Social Networks LOW

HIGH

Brands

Audience

3. College Athlete

Name: Kevin Miller

Age: 19 Occupation: college football player Personality: outgoing Status: single Archetype: college athlete (pre-athelete)

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â&#x20AC;&#x153;Football taught me how hard I had to work to achieve something.â&#x20AC;?

Kevin dedicates working hard to win a college championship. Being in a football team made him mature and grown up by learning teamwork. Mostly, he spends time playing football with his colleagues and competes with other college teams. He is interested in finding daily workout motivation and the best quality of football apparel and goods to fulfill his goals.

Goals

Winning a college football championship Becoming a team lead to level up his teamwork Challenging himself to be more strong and healthy Finding the best equipment and apparel for pre-atheletes Competing with other players in the Combine competition

Frustrations

Having hard time to balance between studying and exercise Lack of knowledges of becoming elite performers Financially not stable Not knowing much about materials for sports equipment Not acknowledged about choosing a brand for pre-atheletes

Technology

IT & Internet Software Mobile Apps Social Networks LOW

HIGH

Brands

Audience

4. Inactive Senior

Name: George Harris

Age: 74 Occupation: retired Personality: passive, inactive Status: married (his partner passed away) Archetype: couch commando

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â&#x20AC;&#x153;Sedentary behavior raises dementia risk as much as genetic factors.â&#x20AC;?

George is a retiree who likes to spend his time watching TV and reading books. Because his hobbies are mostly sedentary, he gets used to pursuing an inactive lifestyle. His family worries him about being diagnosed dementia. To recover his health, he also wants to dedicate to exercise more and wear highly functional sporting goods for his age.

Goals

Recovering his health Removing dimentia risk by active lifestyle Finding the best sports for his age Working out regularly Engaging with sports experts to get motivation

Frustrations

Easily forgetting something because of inactive lifestyle Needing an expert to be healthier Not knowing someone who expertises some sports Not having daily workout routine Lack of knowledges about finding sporting goods for seniors

Technology

IT & Internet Software Mobile Apps Social Networks LOW

HIGH

Brands

Audience

5. Every day Athlete

Name: Janet Mason

Age: 35 Occupation: cycling instructor Personality: active, social, outgoing Status: single Archetype: Every day athlete

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BRAND STRATEGY BOOK

“Everyday is another chance to be the best version of you.”

Janet is a certified cycling instructor at a local fitness club. She is an experienced instructor who has been dedicated to teaching cycling classes over a decade. She likes to share her exercise experience to motivate beginners. Also, she is very interested in learning good sporting goods in order to provide recommendations and suggestions to her class takers.

Goals

Maintaining her workout routine Following the sports trends with cycling experts Inspiring students and workout beginners Learning affordable sporting goods in high quality Becoming an elite performer in her city

Frustrations

Needing a mentor who has advanced cycling experiences Diﬃcult to find the best gears and equipments for her class Not making high income Har to find fashionable sports brands to follow trends

Technology

IT & Internet Software Mobile Apps Social Networks LOW

HIGH

Brands

Audience

6. Elite Performer

Name: Lisa Kim

Age: 31 Occupation: professional rock climber Personality: introvert, active Status: married Archetype: elite performer

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BRAND STRATEGY BOOK

“Greatness begins beyond your comfort zone.”

Lisa is a professional rock climber who participates in world rock climbing championship. She dedicates to practice rock climbing almost every day and teaches her skills to youths and pre-athletes. She pursues purchasing a specific brand and material to make her performance the best. Thus, she has many pieces of knowledge of sporting goods and how to use them.

Goals

Maintaining her performing skills Managing her health well for competition Following sports trends and new knowledges of climbing Inspiring youths and pre-athletes for success Becoming a social inﬂuencer for sports amateurs

Frustrations

Having lack of meeting diverse atheletes in neighborhood Hard to find a coash who motivates her constantly Diﬃcult to find a variety of rock climbing equipments Hard to distinguish what brand is the best for experts Not having much time to search sports trends

Technology

IT & Internet Software Mobile Apps Social Networks LOW

HIGH

Brands

Brand Strategy

Brand Grids Old Brand Sports Authority

Consistent

Helpful

Knowledge

PART 01 // BRAND STRATEGY

New Brand Sports Authority

Consistantly providing great brands at great values.

Helping customers take their game to next level.

Leading customer service and product knowledge.

Authoritative

Giving strong implication of what our brand mission is about.

Guiding

Guiding people to learn the best brands and styles based on their experience.

Motivating

Motivating beginners and pre-athletes to become elite performers.

BRAND STRATEGY BOOK

Brand Grids

Old vs. New Old Brand Grids

PART 01 // BRAND STRATEGY

Consistent, Helpful, Knowledge

BRAND STRATEGY BOOK

New Brand Grids

Authoritative, Guiding, Motivating

SPORTS AUTHORITY

Keyword 01 â&#x20AC;&#x201D; Initial Pulls

Motivating

Color

Type

PART 01 // BRAND STRATEGY

Neue Haas Unica Pro Heavy Neue Haas Unica Pro Bold Neue Haas Unica Pro Medium Neue Haas Unica Pro Regular

BRAND STRATEGY BOOK

Motivating

Keyword 02 â&#x20AC;&#x201D; Initial Pulls

Authoritative

Color

Type

PART 01 // BRAND STRATEGY

Gotham Black Gotham Bold Gotham Medium Gotham Book

BRAND STRATEGY BOOK

Authoritative

Keyword 03 â&#x20AC;&#x201D; Initial Pulls

Guiding

Color

Type

PART 01 // BRAND STRATEGY

Frutiger LT Std Black Frutiger LT Std Bold Frutiger LT Std Roman Frutiger LT Std Light

BRAND STRATEGY BOOK

Guiding

Refined Keyword and Pull

Motivation

Color

Type

PART 01 // BRAND STRATEGY

DIN Next LT Pro Light DIN Next LT Pro Regular DIN Next LT Pro Medium DIN Next LT Pro Bold

Motivation

BRAND STRATEGY BOOK

Cover Design

First Draft

Back Cover

PART 01 // BRAND STRATEGY

BRAND STRATEGY BOOK

Front Cover

Cover Design

Second Draft

Back Cover

PART 01 // BRAND STRATEGY

BRAND STRATEGY BOOK

Front Cover

Cover Design

Final Refinement

Back Cover

PART 01 // BRAND STRATEGY

BRAND STRATEGY BOOK

Front Cover

LOGO DEVELOPMENT

PART

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

Logo Devlopment Pictorial Marks Typographic Marks Tighter Sketches Logo Refinements Logo Systm

Brand Standard - The main Logo - Logo Sizes - Clear Space - Authorized Uses - Unauthorized Uses - Color Palette - Typography

Logo Development

LOGO DEVELOPMENT

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

Discover Pictorial Marks Typographic Marks Tighter Sketches Logo Refinements Logo System

Logo Develpment

Discover

Typographic Mark

Pictorial Marks

Iconic

Emblem

Wordmark

Keyword

Indexical

Symbolic

Letterform

Pull

Symbolic

Abstract

Combination

Brand Soul

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

Discover

Pictorial Marks

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

Discover

Pictorial Marks

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

Discover

Typographic Marks

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

Logo Develpment

Tighter Sketches

Pictorial Mark

PART 02 // LOGO DEVELOPMENT

Typograhpic Mark

BRAND STRATEGY BOOK

Tighter Sketches

First Draft

Tighter Sketch

Computer Draft

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

Black & White

Color

Logo Develpment

Logo Refinement

Logo

SPORTS AUTHORITY

SPORTS AUTHORITY Typefaces

DIN Next LT Pro Light ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 1234567890@#$%&* DIN Next LT Pro Regular ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 1234567890@#$%&* DIN Next LT Pro Medium ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 1234567890@#$%&*

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

Black & White

SPORTS AUTHORITY

SPORTS AUTHORITY Color

RGB: 209, 36, 129 CMYK: 14, 97, 13, 0 HEX: # d12481

RGB: 36, 158, 217 CMYK: 73, 23, 0, 0 HEX: # 249ed8

RGB: 47, 53, 125 CMYK: 98, 95, 18, 6 HEX: # 31347d

Logo Development

BRAND STANDARD

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

Brand Standard The main Logo Logo Sizes Clear Space Authorized Uses Unauthorized Uses Color Palette Typography

Standardization

The Main Logo Main Logo —Vertical

Main Logo —Horizontal

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

Standardization

Logo Sizes

Logo Positioning

25mm 35mm

Minimum size for print application

Logo applied to Letter sized document

Logo applied to Legal sized document

45mm

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

35mm

45mm

Minimum size for print application

Logo applied to Letter sized document

Logo applied to Legal sized document

65mm

Minimum size for screen use: 150px wide at 72dpi

150px

Standardization

Clear Space

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

This applies not only to the background, but also to interference from nearby text, photographs and other graphic elements that might compromise the impact of the logo.

It is important to keep the logo clear of any other graphic elements. To ensure this, an exclusion zone or ‘clear space’ rule has been established using the space ‘X,’ which is equal to 18pt (1.5em).

Standardization

Authorized Uses

Full Color Logo

The postivie version of logo has gradient color of three colors: pink, dark navy(purple), and blue on the â&#x20AC;&#x2DC;Sâ&#x20AC;&#x2122; lettermark. The logotype uses only one color as the median color of the gradience. This version is used on clear or white background to maintain high legibility.

Black Mono Logo

This black mono logo is used for black and white publication.

White Out Logo

When the logo is used on dark or colored background, the logotype and lettermark should be all white to maintain legibility by giving contrast.

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

Standardization

Unauthorized Uses

Skew

Distort

Blur

Rotate

Outline

Disassemble

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

Arch

Shadow

Fill with Image

Fade

Place over Image

Different Color

Do not skew, distort, blur, rotate, outline, disassemble, arch, shadow, or fill with image.

Standardization

Color Palette

Primary Color

Magenta

Dark Navy

Cyan

PMS

P 807C

P 101-7C

P 115-14C

CMYK

12, 90, 0, 0

78, 74, 0, 39

72, 0, 0, 9

RGB

213, 61, 150

55, 56, 115

0, 176, 223

HEX

#d53d96

#373873

#00b0df

PART 02 // LOGO DEVELOPMENT

BRAND STRATEGY BOOK

Primary Gradient

Gradient location: 40%

Gradient location: 60%

The gradient uses three colours from the colour palette in the following order: magenta, dark navy, and magenta.

Standardization

Typography

Primary Logo Family

DIN Next LT Pro

Light