Targeting a sportswear brand

A 3-day project that not only examined the brand’s performance and activities, but required the unravelling of Britain’s burgeoning sports culture.

A mass of survey data was already available from sports and government bodies. This was added to work from trends partners and market research publishers to paint a vivid picture of the forces driving sportswear to be one of the most successful clothing subsectors, of sports communities, the status of extreme sports, and the opportunities available by targeting sedentary consumers.