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Apus Sports – Strategy for brand and product development


For the Apus Sports brand – a producer of high-quality fitness equipment, we have created a strategy of brand development and marketing communication which is coherent with the product strategy, in which we have actively participated.


A complete visual identification of the Apus Sports brand was the result of the strategic actions. It included the logo and a series of ephemera, catalogs, product marking, videos and photo shoots.


Another area of Apus Sports’ strategic activity was taking part in the most prestigious fitness fair in Europe.


Creating the whole brand from scratch was the most challenging. All we had been given to work with was the “Apus Sports” name and the partnerships board’s deep level of commitment to the implementation of the actions.


Within less than 24 months, we created collections of brand new product designs and a complete scope of marketing and PR activities performed by our company.


Creating a complete offer of Apus Sports gym and fitness equipment from scratch, required a strong commitment.


The starting point were the expectations expressed by Apus Sports, concerning the types, the specifics and the features of the products.


Throughout the whole creative period, we cooperated closely with fitness trainers and rehabilitators. We have conducted extensive interviews with them and engaged them in ongoing consultations. They would assess the projects being developed and correct the prototypes being created on an ongoing basis.


The third, equally important group that influenced the final form of the designed gym & fitness products were users and gym owners. Their practical remarks enabled the designers to learn the full spectrum of expectations towards new products.


A whole line of fitness and gym equipment has been created as a result of the several months worth of research.  They have been well received not only by the society of expert trainers and rehabilitators but also juries of prestigious competitions. The SpaceBar barbell received the Gold Medal of the Poznań International Fair. The Helium vinyl dumbbells and the Mercury Olympic weight plates went into the finals of the Dobry Wzór 2015 competition.


Apus Sports


Jadwiga Husarska, Paulina Kordos, Magdalena Paleczna, Klaudia Kasprzak, Katarzyna Gierat


Golden Medal award at International Poznan Fair for Space Bar barbell, Finalist of Good Design 2015 Contest for Helium vinyl dumbbells and Mercury Olympic weights


March 18, 2017


brand strategy, Case study


apus, apus sports, husarska, sport