GO Sport approached Baked with an ambitious vision: to reposition themselves from a purely transactional retailer to a global partner driving personal and societal growth through sport.
Despite strong market presence, audiences in priority regions like UAE, Qatar, KSA, and Egypt primarily viewed GO Sport as simply another retailer—lacking authentic global resonance and meaningful connections beyond transactions.
To pivot perceptions, our challenge was to elevate GO Sport’s narrative, highlighting the brand as a catalyst for exploration, resilience, and unity, similar to the emotional gravitas of Nike’s “Just Do It” and adidas' “You Got This”.
Sport holds an unmatched power: it breaks barriers, builds communities, and fosters inclusivity. Our insight hinged on sport as a universal language capable of uniting diverse global communities and driving personal growth through shared experiences.
We recognised a gap in the market: no brand authentically connected everyday athletes across cultures and skill levels while empowering their personal and communal journeys.
Research confirmed our strategic entry point: people deeply valued inclusivity, genuine connection, and empowerment through sport—yet rarely saw these values championed authentically by retail brands. GO Sport was uniquely positioned to claim this territory by fostering authentic community connections and promoting resilience and unity across all levels of participation.
We crystallised this insight into a powerful Single Concept Positioning:
“GO Sport believes sport brings people together.”
This became the foundation of our compelling new brand platform—“We’re All In”—celebrating total commitment to sport’s inclusive spirit, resonating universally across cultural and generational boundaries.
Our creative execution captured authentic, relatable sporting moments, moving beyond clichéd athletic imagery to genuinely connect with audiences.
Key creative elements included:
The work will successfully reposition GO Sport from transactional retailer to authentic community catalyst, engaging audiences through meaningful connections and authentic narratives of sport’s power to unify, uplift, and empower. GO Sport now stands as the brand genuinely committed to the universal truth that through sport, we’re all in.