Going D2C with one of Russia’s leading sports brands


As the third most popular sportswear brand in Russia – loved by millions of everyday athletes for its affordable, high-performance products – one thing was clear: Demix had potential. Tonnes of it. Created and sold exclusively by the region’s leading sports retailer, Sportmaster, the time had come for the label to take the next step – go solo. And they asked Start Design to help.

Retail strategy that activates the
rhythm, energy and passion of sport

We delivered a retail strategy for Demix designed to take it from a Sportmaster house-brand– to a stand-alone success, at the heart of which would stand its very own store. That meant creating a unique store concept. One developed with a clear digital and influencer-led marketing strategy in mind to build Demix into a mono-brand that connected shoppers directly to its ethos: to inspire and activate the sports spirit in everyone.

We designed the store as a call to action, and have given Demix what it needs to succeed. A future-proofed store and retail strategy that meets the needs of modern consumers. It’s first store,  in one of Moscow’s most preeminent regional malls – Gagarinsky, is already open and more are on the way.

"The new store design is fantastic - premium, modern and exuding sports energy - and the result of all the team’s sheer hard work and dedication. It was not easy and sometimes even difficult, awkward, surprising, unknown, fun, hard, tiring, unknown again - BUT never boring. We have created history - a best-in-class approach for our first ever Demix store."

Victoria Alemanova
Marketing Director at Sportmaster