After Decathlon acquired the field hockey brand Dita in 2019, the fusion with their own field hockey brand Korok led to the interesting exercise of figuring out how to position both brands into the market.
Figuring out the brand strategy and identity for both brands to obtain as much market share as possible of the current #3 most popular sport in the world.
The goal was to create 2 brands that didn’t conflict with each other and appeal to 2 different target audiences within the field hockey world.
Both brands are active all around the world so their strategy and identity needs clear guidelines that are easily followed and implemented.
Discover how we tackled this challenge below.