Urban Vibes is a new fashion-led, footwear and streetwear retail brand, the latest launch from Sportmaster, Russia’s leading sportswear retailer. Its purpose? Fill the void for a destination multi-brand store in the growing sport fashion mass-market, and aim it squarely at young, urban sneakerheads looking for a place to buy fresh kicks.
We created Urban Vibes from scratch to launch – everything from its brand positioning, strategic brand platform, brand identity, retail concept and in-store digital platform. The result stands true to what Urban Vibes stands for – a place where youngsters can stand up and stand together, and feel part of a wider urban tribe. At the store’s centre is a flexible ‘social circle’ where shoppers can gather with friends, try on sneakers, or take part in a store-hosted event or product launch.
The logo’s trainer icon clearly communicates what it sells to its audience, whilst the name reinforces the brand’s spirit. Visual language is inspired by the accessibility of everyday urban signposting and captures the true feel of the city. Meeting the commercial needs of both brand partners and target consumers, the store concept also has the flexibility to be rolled out fast and at scale – a key part of the brief – across 300 sites in 40 Russian cities.
Business Development Director