Stadium Outlet

Opportunity

No major player in the sports value position. Stadium as the dominant sports retailer could create a new concept.

Strategy

Find a distinctive outlet/budget expression that remains true to the Stadium brand heritage and consumer promise.

Concept

Stadium outlet, “the in-store warehouse” – use classic warehouse design elements to create a contemporary look-and-feel.

Result

Rolled out ahead of business plan. Stadium Outlet is now the most profitable part of the Stadium Group. More than 35 stores have opened in the last years.