Our brief was  to develop a campaignable big idea, capable of unifying the membership of Intersport. Fundamentally effecting the change from an organisation of retailers into a genuine retail brand, that offered something for everyone who had an interest in sport.

Under the theme "Whatever You're Into - Intersport", the consumer campaign launched on satellite channels and C4 featuring twelve mini-executions (mix of 5 sec and 10 secs). These were laid down as four spots per ad-break, in order to dominate and demonstrate range. This brand-building activity was supported in press and magazines with generic and product brand specific executions. In-store point of sale programmes extended the campaign idea in windows and on price ticketing, carrier bags and other point of purchase items. SASS also presented the campaign at regional meetings to the membership, and was invited to join the company's Executive Marketing Committee.