Some brief ideas

I just realized the title can also be seen as a terrible pun.

Firstly, here are some links

People talking about what they think of athlete's world online/some sell out sales they've had
http://www.redflagdeals.com/forums/showthread.php?t=176592
http://hackingthemainframe.com/smf/index.php?topic=7819.msg91001
http://www.hypebeast.com/forum/archive/index.php/t-56961.html
http://www.redflagdeals.com/forums/showthread.php?t=542638
http://forums.explorerx.com/index.php?showtopic=3015
http://www.hypebeast.com/forum/archive/index.php/t-56961.html

Closing stores
http://www.thestar.com/Business/article/296525 (down the side)
http://www.mallvibes.com/showthread.php?t=111

SO apparently Athlete's world once had a working website!
http://www.ricksticks.com/design/web-design-athletes.htm



NOW! Brief ideas, look forward to see what you guys think. (It's super rough, but maybe you guys have different ideas)


Target Audience:
Teenage boys who want to be seen as cool and hip. They're heavily interested in the music industry, and therefore, very influenced by the lifestyle and fashion they see/hear in music.

What they currently believe:
"If I see my favourite artist/rapper wearing these "athletic" clothes, then that's cool to do. I want to live the same lifestyle, so I can start off by wearing the same clothes. They get respect for wearing it and so will I."

What we are going to tell them:
Athlete's world is the place to go to get the most hip fashions. You can wear our athletic wear without having to be an athlete. (As opposed to places like SportChek, where the focus is the sports) Athlete's world is more about the fashion scene and lifestyle without the sports.

What they should then think:
"I didn't even consider Athelete's world, maybe it's worth checking out."

Tone and Manner:
Unexpected, colloquial. We're not talking down to them, nor up to them. We're talking to them on the same level.

What they currently do:
Buy "street wear" clothes, or go to other sports themed stores to get their fashion.

Why they can believe us:
We have the best brands, the coolest clothes, and we're everywhere.

What they should then do:
Go to Athlete's world for their all the best fashion, that gives off the impression they want.