L&T, the local fashion retailer that has been established in the city of Osnabrück for more than a 100 years had problem: Where as the customers who grew old with the store still loved it the younger generation found it rather … boring. So the question was how to get a younger target audience interested in L&T again? The answer wasn’t „let’s do tik tok“ or „we need a bigger online store“, but „let’s create europe’s most innovative sports house!“. And so they did – right next to their fashion retailer. It has everything a sport’s enthusiast is crazy for: a huge selection on five floors, an altitude training area on top and a standing wave in the basement.

In an brand positioning process we defined the brand’s core of L&T Sport as „official supplier of motivation“ and made the sport house the home of your inner physical drive. We promoted this strategy through an image campaign that didn’t want to sell any rackets or shoes, but to encourage people to do more sport.

L&T, the local fashion retailer that has been established in the city of Osnabrück for more than a 100 years had problem: Where as the customers who grew old with the store still loved it the younger generation found it rather … boring. So the question was how to get a younger target audience interested in L&T again? The answer wasn’t „let’s do snapchat“ or „we need a bigger online store“, but „let’s create europe’s most innovative sports house!“. And so they did—right next to their fashion retailer. It has everything a sport’s enthusiast is crazy for: a huge selection on five floors, an altitude training area on top and a standing wave in the basement.

In an brand positioning process we defined the brand’s core of L&T Sport as „official supplier of motivation“ and made the sport house the home of your inner physical drive. We promoted this strategy through an image campaign that didn’t want to sell any rackets or shoes, but to encourage people to do more sport.

Sport moves. How and who is featured in our imagespot. With a voiceover that won a gold medal in the art competition at the 1912 Summer Olympics in Stockholm. Well deserved – as this text is as current today than it was in its time.

Sport moves. How and who is featured in our imagespot. With a voiceover that won a gold medal in the art competition at the 1912 Summer Olympics in Stockholm. Well deserved—as this text is as current today than it was in its time.