ROAD RUNNER SPORTS (redesign)

Product: Shoes, apparel and accessories for both avid and occasional runners.

Objectives:

• restore the brand's authority on finding a running shoe that perfectly fits an individual's unique foot—and promote the brand's growing private-label apparel and accessory businesses, as well as national brands such as Nike, Adidas, ASICS, New Balance, and Under Armour
• promote the central brand message of "feeling great" when you run—and when you benefit from Road Runner Sports' many customer services
• reconnect with avid runners with old ties to the brand by refocusing the information design on shoes, and convert more new runners with photography and layouts that convey the excitement of running
• establish a brand position of strong athleticism with cross-gender appeal