Name On Logo: Athlete's Closet

Running - Swimming - Tennis

Specialty retail store selling running shoes, apparel and equipment, racing and lifeguard swim suits and goggles, and tennis racquets, shoes and apparel. Also provide customization services for equipment such as racquet stringing and re-gripping for all racquet sports, custom fittings for running and tennis shoes, and screen printing for team orders on swimsuits, track suits, t-shirts, etc. Carry products for both youth and adult athletes.

Industry: Retail

1. Energy

2. Quality

3. Distinction

Our number one demographic is middle to upper income women of all ages, in this order: married women with families who buy for their kids, husbands and themselves; high school and college girls; young professionals; and empty nesters. Retired women do shop with us, but don't purchase that much.

We do carry boys' and men's products, but they are just as often purchased by their mothers or wives as much as by the males themselves.

Additionally, we go after team orders for high school and college track, swimming and tennis teams, plus country club swimming and tennis teams, and swim club and track club teams.

Our customers are generally college educated professionals and their families.

Our stores are located in upscale neighborhood shopping districts with lots of dining and boutiques, or in shopping plazas with grocery stores, drug stores, banks, dry cleaners, etc. so that moms can conveniently stop in while running their daily errands. We are in either medium size cities or very close suburbs of large cities. We look for large concentrations of high schools and country clubs for the volume that team orders provides in all three sports. A couple of our stores are located next door to or across the street from Starbucks. Definitely not too rural, logo needs to be classy and hip, but not so exclusive looking that people think we're too expensive. Also not so feminine that men will be turned off. Need to balance the athletic elements of the logo with a classic sense of style.

We try to place our stores in high traffic areas, so it's crucial that our logo be visible, legible and noticeable at a distance across a parking lot of a suburban shopping plaza or down the street in a neighborhood shopping district.

We definitely like tasteful, hip and classy fonts, but again, it must be easily read on signs and billboards - nothing too fussy.

We like bright blues, oranges, yellows. Not a big fan of red, especially since a lot of our locations are on red brick buildings with classic architectural elements like white trim and black shutters or awnings in the East Coast and MidWest. Because we're close to a lot of Starbucks, thinking we shouldn't use green as a primary color because it will blend in with the Starbucks logo.

Would like to see some options where the tag line can be moved around depending upon different needs i.e. - some buildings it would work to have logo on a sign above an awning, then use the "Running - Swimming - Tennis" on the awning itself; or a billboard or magazine ad where we put the logo at the top, the tag line at the bottom and photo or text in between, etc.

Also need to keep in mind the logos of our biggest vendors that we frequently incorporate into window graphics on stores and in magazine ads and mailers - Nike, Adidas, Asics, New Balance, Speedo, Brooks, Mizuno, Wilson, Head, Prince, Under Armour.

One logo we've always liked but don't carry their brand is Quicksilver - looks good in multiple settings and colors, is clear and relatively simple, yet still distinctive and memorable.

(Web)  (Print Media)  (Billboards & Signs)  (Television)  (Mugs & Tshirts) 

Hello Designers - still looking for something a little less contemporary and something a little more classic, a little more appealing to upscale women but not old fashioned or outdated. Think we need to try to add a little charm and character - think country club logos, winery logos.

Thanks!
Athlete's Closet