Aligning sport and everyday fashion

Citadium develops a compelling offer






Owned by PPR Group, Citadium is a 9,000 square meter megastore in central Paris that is dedicated to sports goods.

Interbrand’s challenge was to influence French consumers to think differently about sporting goods. Since most running shoes and training apparel never see the inside of a gym – much less a stadium – we wanted to present the goods as part of everyday life and fashion. By repositioning the goods in this way, our goal was to appeal to a wide variety of customers.

To achieve this, we devised concepts that linked sport, fashion and entertainment for each of the megastore’s floors. The ground floor symbolizes “urban life”, the first floor is dedicated to “team sports”, the second floor to “glisse” (skating, skateboarding, surfing and skiing), and the third floor represents “the outdoors”.

The revamped Citadium is warmly received by consumers, and is now in an ideal position to attract fashion brands.