New brand design and store concept: Migros subsidiary SportXX changes name

As Ophélie Döbler, head of SportX and Bikeworld, told the Handelszeitung explains, customer surveys have shown that the double-X has rather negative connotations. Market observers also assume that the double X is too closely associated with the erotic sector in certain circles of the population, writes the Handelszeitung more.

The associated new brand philosophy "Strong Body. Strong Mind." is intended to take account of the increasingly important interplay between physical and mental health, according to a statement from the Federation of Migros Cooperatives. In addition to physical fitness, "mental strength is also needed to meet the challenges of everyday life.

The refreshed brand philosophy is communicated to customers in two new stores in Crissier VD and Shoppyland Schönbühl BE. The Future Stores were opened on Thursday and have been completely restructured. The assortment with the classic SportX range has been streamlined and complemented by the mental fitness area. "We are convinced that sports retail plays a new role today. It's no longer about assortment alone, but about a customer experience that addresses customers' needs holistically - from products to services to coaching offers. In our new Future Stores, we want to test precisely this new approach and tailor it to customer needs," says Patrik Pörtig, CEO of Migros Fachmärkte.

Stores with "Wellbeing Area

The focus of the new stores is on the "Wellbeing" area. Here, the topics of regeneration, nutrition, and mental fitness are addressed in particular, and the product range is expanded with a focus on mental health. The expanded consulting and coaching services, such as the Body Check-Up, are also located there.

New stores with new brand design

In the new stores, SportX is showing the revised logo and brand design for the first time, which will be rolled out successively throughout Switzerland. "With the new brand design, SportX is making a statement. The X icon stands for the combination of physical and mental fitness and is a central component of the new brand identity. In addition, the brand now looks much more modern and fresh," says Ophélie Döbler, Head of SportX.

As already communicated, Ariella Käslin is the new brand ambassador of SportX and will represent the current "Body X Mind" campaign (Werbewoche.ch reported).