FutureBrand | Track&Field

Track&Field

A new relationship between people and sports

Introduction

Track&Field is a sportswear brand with over three hundred stores across one hundred cities throughout Brazil.

With the rise of digital and the advancement of important topics such as well-being, balance, mental health and body awareness, Track&Field decided it was time to reinvent itself as a brand.

Challenge

The brand needed to breathe new life into the business: leaving behind a vision solely focused on performance and technology and moving towards connecting with people’s needs and the movements of the world.

Beyond visual and verbal expression, the challenge was to understand how to translate these big moves into a brand experience with more personality.

There was also the desire to create a brand language capable of bringing Track&Field closer to a new audience with a younger profile.

Solution

The insight was to change Track&Field from a sportswear brand into a healthy living platform.

Using this strategy, the brand adopted the concept of “breathe and go”, encouraging balance through movement. Thus, it keeps embracing the performance, but now without overlooking the lightness. Besides that, it becomes capable of promoting important discussions and disseminating the reality of sports.

In the visual universe, the logo becomes more suitable for digital, with thinner lines, connected to lightness and well-being. The graphics refer to the sensations generated by the hormones serotonin, oxytocin, endorphins and dopamine, which are released as a result of physical activity. The photographic style comes as a real representation of the movement, bringing unusual points of view of athletes during and after exercise.

Results

Track&Field takes on the role of a light, vibrant and inspiring brand that encourages movement beyond performance – from the product line to their way of expressing themself. And it goes even further, opening space for exchanges and managing to connect with important current issues.

The work was materialised to ensure a connected brand experience. The entire process included research, diagnostics, positioning, visual identity, tone of voice, e-commerce, content platform, physical store layout, and packaging.

The launch of this new Track&Field mood took place on the opening day of Flag Ship, the new store model, which will be replicated throughout Brazil.

In 2021, the brand was named company of the year by Exame magazine, in the Fashion and Clothing category of the Melhores e Maiores Award.