It was once known as Amart All Sports but since its rebrand it has received a new identity and is now known as Amart Sports.

Teaming up with brand and design company Hulsbosch – Communication by Design, the sports retailer’s name change is part of a strategic programme that will see the new brand and retail design expand to 85 stores nationally.

The first store in Melbourne’s eastern suburb of Chirnside Park opened to the public earlier this October.

“What we love about Hulsbosch’s new identity for Amart Sports is its ability to start a dialogue with customers in a fun and friendly environment, as well as confidently communicating with a renewed clarity to potential new markets,” Erica Berchtold, managing director, Amart Sports, said.

The new identity has retained Amart All Sports existing colours of red and blue, which are key characteristics of the brand and used on all Queensland outlets where the brand is best known. The blue ‘v’ and circle in ‘Sports’ form the graphic of a ribbon and medal which ties into the brand’s enthusiasm in, and celebration of sport. Whether winning or participating, a medal is symbolic of having a go while promoting positive participation in sport no matter what level you are involved.

“This is an extremely exciting time for the Amart Sports brand and for retail generally,” Jaid Hulsbosch, Hulsbosch director, said.

“To experience the revelation from brand owners that creative and strategic investment in brands can generate financial success, is always fulfilling. This is true of Amart Sports and I have no doubt that there are exciting times ahead for the Amart Sports business.”