Major marketing campaign #berlinfit: Intersport rolls out its new store concept in Berlin

The curtain is up on the new world of Intersport: three “Future Stores” operated by Intersport Germany have opened in Berlin and Potsdam. The full-scale application of digital technology enables Intersport to deliver a multi-channel shopping experience. The state-of-the-art shop fit-out is setting new benchmarks in sports equipment retailing.

Intersport has rolled out its new store concept for Germany with the opening of the fully restructured former Voswinkel store in the Alexa shopping center in Berlin. There will be two highly recognisable formats in future: a regional “red world” operated by local managers and the “blue world”, a highly systemized and replicable chain store format.

The first “Future Stores” also include the stores in the Hallen am Borsigturm in Tegel and the Stern-Center shopping center in Potsdam. The store format follows the newly developed international shop concept and integrates state-of-the-art digital elements. Highlights include the so-called Action Place, the Experience Center and Pro Place. Displays, touch screens, digital changing rooms and the use of virtual reality technology, holograms and magic mirrors are examples of the wide range of experiences available to the customers. “Our new store concept is aimed at our customers’ senses via all available channels. The sports retail of the future must be an emotional experience”, says Kim Roether, Chairman of Intersport Germany.
The opening was accompanied by a major marketing campaign by Intersport. All initiatives are packaged online under the hashtag #berlinfit: this means that the customers going shopping for example in Alexa will have the opportunity to meet celebrities such as Fernanda Brandao or the social media stars Magic Fox and Alex Hipwell.

BBE Handelsberatung GmbH is advising Intersport Deutschland GmbH on the development of the new sales channels and the roll out of the new store concept across Germany.


Andreas Reindl

BBE Handelsberatung München
Brienner Str. 45
D-80333 Munich

Tel.: +49 89 55118-149
Fax: +49 89 55118-153