The Challenge with the Brand
As a newly established company, Fitpádel initially lacked a name, communication strategy, logo, and identity. It also needed to appeal to a younger audience with a modern, dynamic, and attractive image. Additionally, the branding had to create synergy with Adidas, as the courts are certified by the German brand.
Our Solution and the Result
We developed a communication strategy based on the company’s unique differentiators. These included being the only business renting Adidas-branded courts in the area, as well as offering certified coaches specifically for that demographic. Another key focus was targeting a younger audience, providing them with the opportunity for a healthy and active lifestyle—a fit life. This led to the choice of the name Fitpádel, a clear and straightforward name that required no further explanation. The logo incorporates the official colors of Adidas paddle courts—green and blue—to reinforce the connection with the brand. As a secondary element, a simple rectangular shape was chosen to represent the paddle courts. To add dynamism, the rectangle was tilted, giving a sense of movement. Lastly, a dynamic identity was created, playing with the depth of elements and intertwining them with the lines of the rectangle, evoking energy and action. This branding solution positions Fitpádel as a modern, approachable, and aspirational brand that resonates with younger audiences and reinforces its connection to Adidas and paddle sports excellence.