BASE Sports Activewear:
A Fusion of Sports and Lifestyle

Hailing from the vibrant city of Dubai, BASE Sports Activewear transcends its roots in Padel tennis to embrace a broader sports lifestyle. With a global vision at its core, this brand has set out to redefine the way we perceive activewear.

We embarked on a journey to encapsulate its essence - a dynamic blend of athleticism and lifestyle. The result is a brand identity that speaks volumes about movement, energy, and the joy of engaging in sports.

The heart of the new brand identity lies in its logo - an emblem that captures the very spirit of sports in motion. Drawing inspiration from the vigorous action of playing sports, the logo's fluid lines and dynamic composition echo the momentum one experiences on the field. This versatile emblem seamlessly adapts to various applications, whether in a square lockup or a horizontal layout, ensuring its effectiveness across diverse mediums.

While BASE Sports Activewear transcends the confines of any single sport, it's important to acknowledge its roots in Padel tennis. The logo's design pays homage to the game's court, players, and ball, infusing a touch of authenticity into the brand's visual language. Moreover, a subtle nod to the brand's Arab heritage is interwoven into the logo, bridging the gap between tradition and modernity.

The project involved:

Brand strategy and positioning
Branding
Brand guidelines
Brand collateral

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