One of the most fun projects the team in Interbrand’s São Paulo office worked on recently was creating the new positioning and identity for Netshoes. A brand that began here in São Paulo, this Brazilian sporting goods brand has grown to see $1.5 billion in revenue.
With 16 million monthly visitors to its site and 5% of its sales coming from mobile, Netshoes has clearly become an e-commerce leader. A strategic partner of Nike, Adidas and Facebook, according to Google Trends, the brand is more searched on Google Brazil than even Nike or Adidas.
Although a strong and growing brand, Netshoes was facing a perception issue. Consumers still weren’t seeing the brand as sports specialists. Interbrand was called in to turn this around.
To best meet the challenges of this exciting project, multiple practice areas in the São Paulo office came together to work collaboratively. Strategy, design and verbal identity worked to define a new positioning for Netshoes, putting sports first.
We defined a new language for the brand, communicating with athletes, both professional or amateur. Visually, a radical change was made, infusing much more color into the design to convey dynamic energy and motion.
As can be seen here, the new visual identity, with its vivid color palette, is full of energy, embodying athleticism and allowing the brand to stand out in the digital world.
The verbal identity creates a direct connection to athletes. With agility and creativity, a conversation about sports is clearly created.
The strategic, visual and verbal work all creates a brand positioning that conveys movement and speed. The brand speaks of performance, harmony and well-being. Thus, every athlete is welcome.