With a myriad formats, Sports Authority found itself looking like anything but an authority. FITCH and Team Detroit, Sports Authority’s agency of record, were asked to create an ‘ownable’ retail brand that would appeal to one of the retailer’s most important customers: moms on a mission.
Everyone knows that Mom puts family first. Understanding that she’ll shop for herself once she fulfills her family’s needs was the driving insight behind this new store
The new shopper journey is as intuitive as it is efficient, using an innovative wayfinding and graphics system, merchandising zones and a drive aisle to showcase new products. Bold graphics tap into emotions about parenting and healthy lifestyles. Where she may not feel confident about making purchases, she can lean on educational signage or talk with one of the easily identified sports ‘authorities’. Of course, while the environment caters to busy moms, designers were careful to make sure that men are comfortable shopping in the store too.