Global Sportswear Retailer:

Social Strategy Development

Connected company blueprint and first-steps social strategy


A global sporting goods retailer, specialising in clothing, sportswear, footwear and sports accessories, tasked us with helping the organisation deepen its customer relationships and keep ahead of the competition in the face of the dynamic market landscape created by the digital and social era.

Their social media presence was fragmented, misaligned and inconsistent across international markets, with a lack of strategy for customer engagement and community governance at the heart of the problem.





We worked with the company headquarters to arrive at an actionable social business strategy, as well as a comprehensive social media governance framework. Involving key stakeholders in the creation of the strategy and sharing knowledge and expertise helped to achieve a high level of buy-in and internal ownership of the plan.

Following on from the strategy project, we worked with the on-site team to develop a blueprint for becoming a connected company, which included key pillars of differentiation in the market focussing on customer engagement, product expertise, and leveraging the organisation’s crucial asset – its knowledgable and passionate in-store employees.




After our initial strategic engagement, we continued to support our client by creating roadmaps for local markets, with resourced project plans and milestones, to bring the strategy to life. We then designed an delivered targeted workshops with the local market representatives, designed a playbook to ensure consistency across the brand and built a long-term enablement relationship.



Long-term social media enablement

From baby steps to connected company

We provided guidance and support throughout our engagement, enabling the client to learn new skills and own the strategy over time.

Central strategy, local approach

The agreed company-wide strategy framework was flexible enough to be interpreted locally with no loss of brand equity.

Network-wide engagement

The social strategy was co-designed with each local market and socialised across the whole value chain to maximise engagement.

sportswear retailer

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