Intersport launch new fitness campaign

Intersport UK and Ireland is launching the next application of its ‘expert advice’ consumer marketing campaign with a fitness themed execution

Building on the creative, developed by Manchester design agency Lake, the new campaign retains the split image concept but moves on to showcase a fitness environment.
The campaign is fronted by Tom Smart, an Intersport employee at the Tunstall store, who encapsulates what Intersport is all about. Passionate about sport, Tom is a fitness fanatic that has always participated in a wide range of sports and uses his knowledge and experience to advise customers on the best kit and equipment for their sport.
The creative brings out Tom’s passion for both sport and his job, demonstrating the two sides to all Intersport people. Retaining the strong ‘expert advice’ strapline, the focus on fitness in the creative supports the exciting range of new fitness product collections that will be launching in stores in the Spring.  
The campaign will launch through a series of adverts that will appear in national health and fitness print and digital channels this month. The creative will then translate into a POS support package that will be rolled out across the store network to ensure the message is communicated to consumers in store. The advertising will be further supported by a full PR and promotional campaign targeting fitness enthusiasts.
Commenting on its latest consumer marketing campaign, Intersport’s general manager Tom Foley said: “The first ‘expert advice’ campaign has been a massive success with our brand partners, store members and consumers. The concept clearly communicates our brand positioning and the uptake from our store members has exceeded our expectations.
“The theme works so well because it offers us longevity with a concept that provides continuous brand awareness, but that can be built on and adapted for different product campaigns; the way it works equally well to support our fitness campaign as it did for running is testament to that.”