Modell's Sporting Goods

School Project

Role: Strategist, Designer

Problem 

Modell’s is not seen as a hip and trendy place to purchase sporting goods. Its connection to the past is acting as a weakness because there has been no evolution to connect with the new generation of workout enthusiasts. Insight People who work out regularly and enjoy buying gear have an innate desire to prove that they can compete and win, especially when it comes to competing with their past self to overcome once impossible challenges. 

Solution 

By capturing the energy of self-competition, the dynamic rebranding now speaks to the language of the target demographic. This new direction encourages renewed excitement in workout culture and connects it to Modell’s.