Launching a new content brand for Europe’s largest sports retailer


Haymarket for Sports Direct


Create and launch a general sports newsstand content title with the title Sports Direct Magazine.


A robust design was created, Karen Buglass hired as fashion editor and Neil Cooper commissioned to shoot covers. Sports Direct wanted to use own their stable of sports personalities on the cover, which meant rotating between boxers, footballers and personal trainers, as here.


General sports titles are generally reckoned to be something of a publishing graveyard, but Sport Direct’s willingness to sell the title in-store made all the difference; exceptionally good newsstand sales were posted. This launch success allowed the title to be relaunched as Forever Sports, where it has gone from strength to strength, winning BSME launch of the year.