Sports should be talked about in a sporty way - in our version, challenging.
You can always find someone weaker than you and beat them. However, it is not really satisfying. If you want a real sense of achievement - outdo yourself!
In order to communicate the fact that Domina has even more sportswear stores, we created a campaign with the message: In order to outdo yourself - shop in Domina's sportswear stores.
At the same time, we used this message to inspire our hockey team as the official partner of the IIHF Hockey Championship.
We don't know what impact the campaign had on the store's results, but we all know very well how IIHF Hockey Championship ended for our hockey team.