Sun & Sand Sports
From sports retailer to regional sports authority.
A complete repositioning of a heritage multi-brand retailer, connecting strategy, identity, experience and commerce under one clear brand idea.
The challenge
Established in 1979, Sun & Sand Sports had scale and recognition, but needed a sharper role in a fast-changing sports market. The opportunity was to move beyond being a place that sold sporting goods and become a category authority with stronger relevance across generations, channels and markets.
The approach
Working as a key member of the cross-functional project team, I helped shape a category-led strategy that gave customers clearer reasons to choose the brand. The transformation treated brand as an operating system, not simply a new visual identity, aligning the customer experience from first impression to final purchase.
The work
- 01
New brand DNA, identity and tone of voice
- 02
Category-led content and campaign strategy
- 03
Reimagined store concept and retail experience
- 04
New e-commerce UX/UI and connected go-to-market
- 05
Insight-led Back to School platform shaped by research with children and parents
The impact
“The work connected brand clarity to customer experience, and customer experience to commercial growth.”