Active Athlete
Houston’s premier destination for athletic apparel and footwear.
CLIENT
Active Athlete
INDUSTRY
Retail
SERVICE
Visual Identity
Marketing
Illustration
Brand Support
Overview
Since 1988, Active Athlete has established itself as Houston's leading independent retailer for athletic apparel and footwear, demonstrating a long-standing commitment to both brand growth and community engagement. Their longevity in the market has positioned them as a rare privately owned store in Houston with the privilege of offering exclusive selections from major brands like Nike, Adidas, and Jordan Brand. This unique status underscores their significant presence and influence within the local athletic retail landscape.
Before
After
The Challenge
In 2011, Active Athlete sought a brand refresh to facilitate the sale of higher-end merchandise, aiming for a stronger street and athleisure aesthetic. Recognizing that their long history, while beneficial with major athletic corporations, might deter newer, trendier brands, they needed a revitalized identity. This rebranding initiative was crucial to attract these hip brands at industry events such as ComplexCon, ensuring their continued relevance and appeal in a dynamic market.
The Result
The brand transformation yielded significant positive outcomes for Active Athlete, evidenced by new store openings in diverse areas and collaborations with major brands like Adidas and Fila to produce Houston-inspired footwear. This revitalization successfully attracted contemporary brands such as Billionaire Boys Club, demonstrating its effectiveness in appealing to a trendier market segment. Furthermore, the owner's increased confidence in the updated brand identity spurred the creation of custom designs and illustrations for major product releases, allowing for unique apparel pairings with highly anticipated sneakers.
