Years of fierce competition in a price sensitive market had left the renowned danish sporting goods company SportMaster in need of a time out.

But at the core, nothing had changed. The brand and its employees were still as crazy about sports as they were when the company was founded. That energy became the fuel that drove the new CVI, communication platform and a new customer experience both on digital and in the physical stores.

As soon as that mentality was reestablished, SportMaster was back and kicking.