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Forzani Group launches new store design model
Dec '08
Athletes World, a corporate banner of The Forzani Group Ltd., Canada's largest retailer of sporting goods is proud to unveil its new store design and overall store branding to coincide with the opening of three new stores. The new design concept will debut December 9th in St. Albert, Alberta at St. Albert Centre (#300, 375 St. Albert Road).

On December 13th, both the Gander Mall in Gander, Newfoundland (132 Bennett Drive) and Orchard Park in Kelowna, British Columbia (2271 Harvey Avenue) will also receive the new design treatment.

The new contemporary design focuses on elements that will set Athletes World apart from other mall-based athletic retailers. The front entrance is wrapped in a daring orange colour leading to the cash desk, showcasing AW's blue logo complemented by a circular blue ceiling valence.

Recognition of the brand is additionally amplified with a blue bulk-head that encompasses the entire perimeter of the store. The store layout and merchandising strategy has improved to draw attention to specific brands by gender.

The presence of brands like TapouT, Ecko Red, Nike and adidas will be highlighted by unique marketing panels creating focal sections in the apparel walls. Footwear will be showcased in a new open-concept footwear wall composed of free-standing footwear columns.

AW's colour palette intentionally mixes warm (oranges, browns) and cool (blues, whites) colour attributes which evoke very different emotions. "The juxtaposition in colour further creates an atmosphere that is a bit off beat, highly distinguishable and facilitates personal style and expression," said Lorissa Dong, Marketing & Communications Manager for The Forzani Group Ltd.

"At AW, we encourage individuality, from our brand names and trend wear to our young hip sales associates and cool environment. We hold the formula for our customers to Stand Out."

As the premier speciality retailer of footwear and apparel in athletic and street fashion - catering to the 13-18 demographic - the new design lends itself to the young, capricious audience and premium brands of the Athletes World product line.

No other athletic retailer houses together men's and women's prestigious brands like adidas, Nike, Puma, New Era, TapouT, PNB, Ecko, Ecko-red, Avirex, DC, Mayhem, Baby Phat and Groggy.

Designed together with Parchoma & Jones Design Inc. of Calgary and The Forzani Group Ltd. construction team, the new store concept translates gallant unconformity and reinforces the Athletes World brand image as a cut above the rest.

About The Forzani Group Ltd.:
The Forzani Group Ltd. is Canada's largest national retailer of sporting goods, offering a comprehensive assortment of brand-name and private-brand products, operating stores from coast to coast, under the following corporate and franchise banners: Sport Chek, Coast Mountain Sports, Sport Mart, National Sports, Sports Experts,Intersport, Econosports, Atmosphere, Tech Shop, Pegasus, Nevada Bob's Golf, Hockey Experts, The Fitness Source and Athletes World.

Forzani Group

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