We worked with Spanish multi-sport retail brand Sprinter to create a space and experience where the brand can truly share its expertise.

In a new location in Alcorcon, Madrid, Sprinter has opened their largest store to date and raised the bar significantly with the introduction of an extended 'true-sport' range, in addition to their core offer. The 4000 sqm space allows Sprinter to introduce a range of immersive and interactive experiences to educate and inspire their customers.

The resulting concept takes people on a journey through the offer with moments of expression, engagement, and learning, to enhance the experience, and these memorable interactive touch-points help define this new positioning for Sprinter, as a true sports authority and partner.

We redefined Sprinter’s core brand assets, creating a fresh expression of Sprinter’s new direction of being the ‘friendly coach’. This led to ‘Sport for Life’ becoming a way to emphasise how Sprinter has an ever-present role in its customers' lives, as well as its commitment to providing education and encouragement.