Our Brand
From a heritage in sports storytelling to the high-energy, forward-moving spirit of Velocity.
From Foundation to Velocity
At SportPlus, sports, fitness and wellness are more than activities — they're vehicles for connection, joy and lasting change. Since day one we've built fun, meaningful, immersive experiences that inspire communities and help people excel.
Micro-pessimists, macro-optimists: we lead from the front, pushing what's possible through storytelling, interactive media and live events that spark emotion and leave memories that last.
Built on three core pillars
We remember what moves us. Sport is a vehicle for joy, energy and positive memories.
Great stories, told well, impart values and drive real, lasting lifestyle change.
A forward-looking, experience-led approach built around content and interactive media.
What drives us
An evolved identity
As we grow, our identity reflects two sides of who we are. A two-tiered brand keeps our presence as dynamic as the communities we serve — the SportPlus Classic mark for our publishing heritage and established authority, and the Velocity identity for our high-energy, forward-moving spirit.
SportPlus Classic Logo
(Our Corporate Identity): Designed by founding member Hanida Hussien, this is the bedrock of our brand. It represents our heritage, our publishing foundations, and our established authority in the media space. You will find the Classic identity guiding formal correspondence, legal agreements, and corporate documentation—symbolising the trust and professionalism we have built over the years.
SportPlus Velocity Logo
(Our Modern Identity): Velocity is the heartbeat of our culture and future. Designed for 2026 and beyond, this high-energy identity fuels our public-facing initiatives, race team, marketing campaigns, and experiential content. It captures our commitment to innovation, dynamism, and the immersive storytelling that keeps us at the forefront of the sports and fitness industry.
Our Values in Every Pixel: Every element of our branding—from the bold typography to our vibrant color palettes—is crafted to bridge the gap between marketing communications and the digital experiences we design. Whether it is the premium feel of our Titanium Silver for corporate partners, or the high-energy Neon Lime / Volt for our creator-focused initiatives, our design choices are always intentional.