Creating a Private-Label Performance Brand for Dick's Sporting Goods
G+G was retained by Dick's Sporting Goods to develop a new private label brand for roll-out to all of Dick's 400+ retail locations. The new brand, Köppen (named for the famed climatologist), will offer performance-based lifestyle gear for men and women. G+G created the technical, European image and positioning, along with the packaging, in-store experience, and brand campaign which focuses on the "Human Spirit in Nature". G+G also created the Köppen Climate System of branding and iconography for the brand's performance features.