SHAPE is an innovative new concept store that blurs the lines between sports and wellbeing.

The design objective was to create a brand that will supersede any previous conceptions concerning sport, wellbeing and fitness and create a new subculture that will redefine these categories within retail. Inspired by brands such as JD & NIKE we formed SHAPE to represent the changing attitudes towards sports & wellbeing, designing a fresh and vibrant brand that encapsulates modern attitudes towards these categories.

SHAPE was built on three pillars for maximising your potential.

ENHANCE YOUR BODY

In store experiences focus on these pillars, providing a unique retail experience focused on self-improvement, redefining the retail landscape of sports & wellbeing.