Kappa x Kruzhok x Sportmaster
Kappa is an international world-known sportswear brand for young adults, exclusively distributed in Russia by Sportmaster.
Sportmaster has massive sports expertise but its authority on fashion and style territory among 18-24 year olds is a challenge.
In 2020 the Kappa brand was not perceived as speaking the language of Gen Z and reflecting their values and ideals.
The Kappa outfit was not beloved by opinion leaders of the youth community. So 2021 was the time to change it.
