Champs Sports, a subsidiary of Foot Locker, has unveiled a new brand positioning — “Sport For Life” — to mark “a new era” for the brand and celebrate the connection between sports and everyday life.
Inspired by consumer insights, the Sport For Life brand platform aims to capture the resilience, determination and camaraderie that sports instill, as well as how lessons learned from sports equip us to navigate life’s challenges and triumphs. To bring the vision to life, Champs Sports has partnered with a number of top-tier athletes, including the Dallas Cowboys’ Micah Parsons, the New York Mets’ Francisco Lindor and the Miami Dolphins’ Jaylen Waddle.
“Our new platform embodies the spirit of our core customer — the sport-style enthusiast,” said Tony Aversa, SVP and General Manager of Champs Sports in a statement. “Sport is more than a hobby; it is a way of life. It’s about the everyday hustle, pursuit of goals and the shared passion for sport culture. We aim to empower our customers to embrace sport-style and provide them with the tools they need to excel in the sport of life.”
The new brand platform is part of an ongoing transformation strategy at Champs Sports that aims to reposition the retailer as the “home of head-to-toe sport style” via a transformation of its stores with merchandising resets and integrated storytelling. Stores now feature a wider selection of curated products and offer a deeper connection to the local sports community through integrated experiences, most notably the monthly Champs Run Clubs.
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