The Source For Sports Story

With over 150 independently owned stores across Canada and the USA, Source For Sports has established itself as a sporting goods destination in many communities. But market research indicated that the brand felt dated and tired, and that its “We Know Our Stuff” brand positioning felt a bit intimidating to less competitive, more recreational athletes. We were engaged to help the brand transform its story and presentation in the marketplace. Through in-depth research with young athletes and their parents, we realized that Source For Sports’ strength was not just in its expertise, but in its empathetic use of that expertise to offer personalized service and advice. We established a new brand positioning, brand identity system, and creative platform to reinforce the brand’s belief that no two players are the same, and to declare its promise to all shoppers that grace its stores: no matter your body type, style of play, skill level, ambition, or budget, Source For Sports will help you find what fits your game.

What We Did

Research Design & Moderation

Brand Strategy

Brand Identity Design

Marketing & Advertising

Conflict's brand development process ensured that the right internal stakeholders were involved and that the voice of the customer was incorporated into every phase. Our new brand positioning, brought to life with a fresh new visual identity and voice, is a perfect reflection of who we are. Our customers and stores love it!