SPORT 2000 Group International launches new international campaign
The new campaign will be rolled out in all SPORT 2000 countries via digital and traditional channels
With the international “WE KNOW SPORT” campaign, SPORT 2000 Group International is taking its brand presence to a new level and emphasising its role in global sports retail. Following the successful launch of the first international campaign “Welcome Home” in 2022, SPORT 2000 is now setting new standards with a dynamic, expressive campaign. It focuses on the comprehensive expertise, many years of experience and passion for sport of the entire sports retail group.
SPORT 2000 Group International already created a strong, uniform brand identity with the international “Welcome Home” campaign. “WE KNOW SPORT” is a consistent continuation of this approach and places the expertise of the retailers and the quality of advice at the centre of communication. With the new campaign, SPORT 2000 is focussing on the combination of expert knowledge, personal advice and genuine enthusiasm for sport. “At SPORT 2000, expertise meets genuine passion. With ‘WE KNOW SPORT’, we are emphasising our claim to offer the best advice and in-depth expert knowledge in a personal environment. Our network consists of experts who not only know sport, but live it. SPORT 2000 is the place where sport is at home – in our shops, at our retailers and in our entire community,” says Margit Gosau, CEO of SPORT 2000, summarising the campaign message.
Global campaign with local design options
The new campaign will be rolled out in all SPORT 2000 countries via digital and traditional channels. “Our aim is to create a consistent, strong brand presence that also remains flexible in order to respond to the special features of the individual markets. In this way, we ensure that ‘WE KNOW SPORT’ is communicated authentically and effectively,” explains Mike Kerbage, Head of Marketing at SPORT 2000 Group International. The campaign relies on an expressive visual language that captures real, emotional sports moments. Dynamic typography and visual elements reinforce the message, while powerful headlines such as “WE KNOW RUNNING”, “WE KNOW OUTDOOR”, “WE KNOW TEAMSPORT” or “WE KNOW FITNESS” emphasise the expertise in the respective sports. This underlines the specialisation strategy that SPORT 2000 Group International is consistently pursuing. Together with eleven well-known industry partners, SPORT 2000 Group International began the soft launch of “WE KNOW SNOW” in the 2024/25 winter season. The campaign has now been fully rolled out in the SPORT 2000 countries since February 2025.
SPORT 2000: Expertise, passion and customer proximity
With “WE KNOW SPORT”, SPORT 2000 Group International emphasises what the brand is all about: in-depth sports knowledge, strong advisory expertise and a close connection to athletes. “We know what moves our consumers and accompany them on their journey with our expertise – regardless of whether they are ambitious athletes or recreational sportspeople,” says Gosau. The campaign is present on social media, websites, print and out-of-home media and makes a strong statement in favour of the future of SPORT 2000 as the Home of Experts.
SPORT 2000 Group International
SPORT 2000 Group International is the world’s second-largest retail organisation of independent sports retailers with 3,649 shops in 22 countries. The sports retail company generated total sales of 6.045 billion euros in 2023.
