INTERSPORT
2026
For INTERSPORT, we created the communication platform Rhythm of Sport, putting sport at the heart of everyday life and bringing it closer to different people, their habits, needs and rhythms. The central idea positions the brand as a sports partner for everyone – regardless of how, when or how often they engage in sport.
SERVICES
Sport no longer has a single face. For some, it means daily training; for others, a walk, a weekend run, riding a scooter or simply finding a few minutes to move during a busy day. How could INTERSPORT, Slovenia’s largest sports retailer, present sport in a way that is universal enough for everyone to identify with, while also being concrete enough to connect the brand with people’s real needs?
We started with a simple insight: sport has no single rhythm. Everyone moves differently, at different times and for different reasons. Some people train every day, others only at the weekend. Some take sport very seriously, while for others, feeling good is what matters most. That is why sport is not about reaching a finish line, but about being part of everyday life.
This led to the creation of the communication platform Rhythm of Sport, which translates sport into a universal experience of movement and positions INTERSPORT alongside every individual sporting rhythm. The brand is a place where everyone can find the right equipment for themselves – regardless of how, when or how much they engage in sport.
In the central summer campaign, we showed different people, sports and moments to demonstrate that everyone has their own rhythm. We expressed the energy of movement through a distinctive red colour code, strong typography and dynamic imagery of athletes in motion. Rhythm of Sport thus became a recognisable visual and content system that brings sport closer to everyday life.
The campaign came to life across outdoor advertising, digital formats, social media and email communications. We saw summer as a natural moment for a more active lifestyle: the days are longer, there is more time outdoors and more opportunities to move.
With the arrival of autumn, we expanded the platform with a new content layer: Back in Rhythm. After the summer break, we return to school, work and our regular sporting routines. Autumn is therefore also a moment for a fresh start – for new sports shoes, scooters, equipment and everything we need to get moving again.
Back in Rhythm continues the core idea of the platform while connecting it to a very specific moment in people’s lives. Sport has many different faces and rhythms, and INTERSPORT is there when we transition from the rhythm of the holidays back into everyday life.
We presented sport as a universal part of everyday life, rather than a competition or an end goal.
We created a communication platform in which everyone can see themselves, regardless of their level of sporting activity.
We positioned INTERSPORT as a partner for different sporting rhythms and lifestyles.
We established a distinctive visual system combining the red colour code, strong typography and the energy of movement.
We developed the central idea to be broad and flexible enough to adapt to different seasons, needs and sales opportunities
With the Rhythm of Sport platform, we brought sport closer to everyday life. Instead of presenting one right way to engage in sport, we showed different rhythms, needs and motivations for movement. We then extended the summer communication with Back in Rhythm, creating a flexible communication system that can accompany INTERSPORT throughout the year and reflect the different rhythms of its customers.
