Designing a killer brand identity for a sportswear company

Starting a sportswear company can be an exciting venture, but it requires careful planning and preparation. There are so many excellent sportswear companies in the market, each with its own unique style, quality, and features. Here are the steps you can follow to design a compelling brand identity for your sportswear company:

1. Define the “Why” of your sportswear business

The first question to ask is “Why does your sportswear company exist”? Is it the innovative designs of your activewear, premium quality products, specialization in niche sport performance (e.g. running shoes), unique style, or a combination of these qualities? Before starting a sportswear company, it’s important to conduct market research to understand your target market and competition. This includes identifying the target audience, their preferences, demographics, lifestyle choices and their buying habits. Additionally, research competitors in the sportswear industry to determine what they offer and what sets your brand apart from theirs.

2. Establish your sportswear brand's values and mission

For a sportswear company, the core values could include things like fitness, athleticism, and a commitment to excellence. A typical mission is to empower people to lead healthy and active lifestyles.

Here are a few examples of values and missions of famous sportswear companies:

1. Nike: Nike's mission is to bring inspiration and innovation to every athlete in the world, and its values include performance, authenticity, and sustainability.

2. Adidas: Adidas' mission is to be the best sports company in the world, and its values include innovation, collaboration, and sustainability.

3. Under Armour: Under Armour's mission is to make athletes better through passion, design, and the relentless pursuit of innovation, and its values include authenticity, grit, and innovation.

4. Puma: Puma's mission is to be the fastest sports brand in the world, and its values include sustainability, creativity, and authenticity.

5. Reebok: Reebok's mission is to empower people to be fit for life, and its values include authenticity, empowerment, and innovation.

As you could probably tell, there are quite a few similarities with these top sportswear brands. The difference is in the nuances. You don’t have to reinvent the wheel, however, having a clear understanding of why people would choose your sportswear brand over others is essential.

3. Create a brand name and tagline for your sportswear

Once the brand values and mission are defined and the target audience is understood, it's time to create a brand name and tagline that reflect the brand's identity. Here are some of the best taglines from the same set of five sportswear companies:

1. Nike - "Just Do It". This iconic tagline from Nike has become synonymous with the brand and encourages people to take action and pursue their goals.

2. Adidas - "Impossible is Nothing". Adidas' tagline "Impossible is Nothing" motivates athletes to achieve their goals, no matter how challenging they may seem.

3. Under Armour - "I Will". Under Armour's tagline "I Will" inspires athletes to push their limits and overcome challenges to reach their full potential.

4. Puma - "Forever Faster". Puma's tagline "Forever Faster" embodies the brand's focus on innovation, speed, and performance.

5. Reebok - "Be More Human". Reebok's tagline "Be More Human" emphasizes the importance of fitness and inspires people to live a healthy and active lifestyle.

What you can learn from these is that great sportswear brand names are memorable and easy to pronounce, while the tagline should be catchy, motivating and communicate the brand's key message in a succinct and compelling way.

4. Design a logo, typography and color scheme

The next step is to design a logo and color scheme that represent the brand's identity.

The logo should be simple enough to be usable on small sizes and embroidery, yet it should also be memorable and unique to your brand. The typography used in a sportswear brand should be bold and legible, as it needs to be easily readable at a distance and from different angles. Avoid using intricate or cursive fonts that can be difficult to read. Sportswear logos typically use bold and vibrant colors that evoke energy and athleticism.

Here you can see an example of a logo and brand identity we designed for a French sportswear / activewear brand Fennec Sport.

5. Implement the brand identity across all touchpoints

Once the brand identity for your sportswear company has been designed, it's important to implement it consistently across all touchpoints. This includes packaging, marketing materials, website design, and social media. Consistency is key to building brand recognition and establishing a strong brand identity in the minds of consumers.

In conclusion, designing a brand identity for a sportswear company requires a strategic approach that combines creativity, research, and a deep understanding of the brand's values and target audience. By following these steps, you can create a compelling brand identity that sets your sportswear company apart from its competitors and resonates with your target audience.

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