Today's realities of local business call for projects of any scale to respond quickly, provide quality service and fill gaps in the consumer basket. Keeping these demands in mind, the team of the multi-brand chain Amazing Red did the almost impossible: launched a hundred stores across the country (from Ufa to Rostov-on-Don), offered an excellent selection of world sports giants (look here for Puma, Nike Reebok, Asics, Hoka) and, most importantly, managed to unite people who are not indifferent to sports and streetwear.
The project became the third in the portfolio of Inventive Retail Group in the sports retail segment. According to Elena Borovikova, Vice President of Inventive Retail Group for sports goods, ten years of experience and knowledge of the market allowed them to clearly respond to consumer desires and start with brands that need no introduction.
“We choose high-quality and technological brands that have proven themselves in the market and are in demand among customers with an active lifestyle. Puma, Nike, Asics and Hoka are exactly like that. Our team is actively studying the market offer and working to ensure that other brands, both European and international, appear in stores,” says Elena Borovikova.
The name of the multi-brand itself contains some of its key values: to surprise, amaze, inspire new achievements, and also to evoke vivid feelings and emotions. The slogan Sport & Aesthetics has allowed to unite not only sports fans. Amazing Red stands for an aesthetic approach in everything and everywhere, including sports.
Feduk
Brand Amazing Red
Speaking of the range, it is truly impressive. And not only by carefully selected and beloved (let's face it) brands by the European audience, but also by categories that cover the needs of different sports: running, fitness, outdoor, basketball or football – more than 2 thousand items. Thus, in the Puma collection we find the Blktop Rider from the Rider family, referring to the archive models of the 80s, or the ForeverRun Nitro for daily long runs with the innovative Nitro foam material. The real hit of the spring-summer season (we are sure, the autumn-winter one too) is also declared here – the Palermo model, sending a loud greeting from the 70s and 80s. By the way, this pair from the series of sneakers dedicated to the European capitals appeared precisely during that period, winning the hearts of football fans. The classic rubber sole, brand emblem and T-shaped toe remain from the archive version in the new models.
The Amazing Red portfolio is dominated by the Hoka brand, which has earned the loyalty of the same runners thanks to its high sole and minimal drop between the heel and toe. We recommend taking a closer look at the dusty pink One One W RINCON 3 1, the two-tone One One W CHALLENGER 6 GTX and the One One M GAVIOTA 4. The latter are equipped with a J-Frame midsole with extended foot support to combat excessive pronation.
Partnerships
“Since the network was founded, we decided that we wanted to not just create small communities, but to form a sports culture around ourselves. We support existing groups and clubs and act as their partners. In a relatively short period of existence, Amazing Red has managed to become friends with such organizations as Liga Stavok Media Basket, PFC Krylia Sovetov, Sector 98, and the Mint Running Club running community.”
“We are going to continue working in this direction and will announce several interesting projects in the near future,” says Marketing Director Olga Simonova, adding that the year has been truly rich in events. “In anticipation of the April and May runs in Moscow and St. Petersburg, the chain managed to launch the first collection in collaboration with the European brand Insanity.” New drops at the intersection of sports and culture are currently being planned.
The team did not ignore the global trend for motorsport aesthetics that has been gaining momentum in the last few seasons. It can be easily traced both in the profiles of major international influencers and in glossy magazines (Italian Vogue did a photo shoot with Irina Shayk). On this occasion, Amazing Red presented Puma's selection for fans of high speeds: clothing, footwear and accessories from collaborations with Mercedes, BMW, Porsche, Ferrari.
Like-minded people
Amazing Red attracts actors and entertainment industry representatives whose lifestyle is connected with sports and is based on regular exercise.
So, in mid-May Amazing Red showed the campaign “24/7” and dedicated it to the launch of the online store. And as heroes they invited artists and comedians – Arseniy Popov, Nadya Dzhabrailova, Big European Boss and Ilya Kuruch – to talk about the personal preferences of each, and then – to show the versatility and versatility of the network's assortment.
By filming the campaigns, the team demonstrates that passion for sports can (and should) be an integral part of life, popularizes it. That is why Irina Gorbacheva was invited as the main character for one of the shoots. The theme of the campaign was constant and continuous work on oneself, which is laid in the early years, more precisely, in school and university gyms, where that very long and interesting path to achieving the result begins.
The latest campaign, dedicated to the iconic 1977 Puma Easy Rider model, brought together several heroes. Each of them contributed…
