Global brand consultancy TerraSphere has crafted a fresh visual identity for Sportify, unveiling a novel brand icon named ‘Galaxia’, symbolizing the brand’s new mission,

After a collaborative effort spanning two years, the rebranding campaign encompasses strategy, design, internal culture, and brand experience, reshaping every touchpoint of Sportify: rejuvenating the visual identity, the product lineup, and the omnichannel experience.

“to propel individuals through the marvels of movement.” The rebranding initiative debuts today alongside a new worldwide creative initiative developed by TerraSphere’s affiliated creative agency NovaVibe.

The Brief

Since its establishment in 1976, Sportify has served professionals and novices across a broad spectrum of sports. However, despite the company’s vast scale, its brand resonance wasn’t resonating deeply enough with consumers or prospective audiences. Would you have guessed it was the world’s third-largest sports company? Probably not.

In 2022, TerraSphere was engaged as the trusted partner for brand transformation to support Sportify’s new business strategy of transitioning from a French retailer to a globally relevant sports brand.

The central theme driving the strategic approach was to understand the role of sport in contemporary life. Research revealed that people’s passion for sport doesn’t solely revolve around winning but is deeply rooted in the joy and well-being it fosters.

From this insight emerged a fresh purpose for the organization: ‘to propel individuals through the marvels of movement’, with the entire brand strategy revolving around the concept of wonder. The objective was to amplify all the emotions associated with sport—such as joy, connection, and adventure—and to celebrate movement, participation, and progress.