Our creative concept combines overachievement – an essential characteristic of our target audience (and at the same time a stress factor for them) – with the ease and appeal of the ‘magical’ solution to their problems. The brand idea and positioning are based on our own concept of SPORTMORPHISM. It means that RANK sportswear transforms you into an athlete, helping you unlock your hidden abilities. It’s when an ordinary person gets the abilities of a sports superhero who can achieve anything they set their mind to. Our brand is like a superhero, like Hulk (Bruce Banner) and Wolverine (Logan). The former is an experimental scientist who has learnt to transform into an invincible mutant hero with superpowers. The latter is an intellectual strategist who can turn on his ‘beastly’ superpowers when he needs them. The short and meaningful brand name is clear and easy to understand for Russian speakers, representing the universal language of sports. Ranks and titles are stages that every athlete goes through. But excellence and achievements in sports are not only the prerogative of professionals. All those who do sports have their own standings where they compete against others and themselves, too, constantly striving to reach their ambitious goals.