Nike. Adidas. Reebok. Cougar. Asics. They are true business titans in the sports industry, with a strong brand and a memorable brand colour. Since colour is so powerful, brands use “colour psychology” to pick the colours that represent their brand. These colours tie into the emotions they want their audience to feel. Sports represent energy, passion, health, excitement. They inspire adventure, fill us with adrenaline. And all of this is just part of what lies behind the brand’s image and appearance. It’s no coincidence that all these sports giants use vibrant brand colours in their logos. Let’s explore this further.

What colours reveal about your brand

We created a helpful guide to demystify the different emotions triggered by colours. Let’s take look at the most popular colours and a few brands that use them to understand how their meaning and what really works.

– Red.
Adrenaline and the colour red are definitely linked. Red represents energy, and it is linked to passion, excitement, and strong emotions. Although it predominates in the distinctive logos of the most famous food companies, sports brands use it to take advantage of its energetic, aggressive and proactive connotation. It is also linked to youth and confidence, some of the characteristics customers value and associate with active brands.

Lululemon – Red
Lululemon has an iconic red logo. The brand also boasts a stylized “Omega symbol” that infuses power and passion back into their active, yoga-focused audience. Contrary to the trend of competitors to wear “calmer” colours – like green, blue and purple – this yoga apparel giant uses deep red that encourages proactivity and the desire to bring action into daily life.

– Blue.
Peacefulness and blue are almost synonyms. Blue represents security, calm, and loyalty. Blue is associated with being dependable, trustworthy, and responsible, which is why it is used predominantly by corporate organizations. In the case of sports brands, their use is a very effective strategy since it helps people to visualize goals.

Asics – Blue
We all want our shoes to be sturdy and reliable. Blue helps instil trust for brands so it’s no wonder why it is so used in brands across all industries, and Asics uses this to their advantage with their blue logo.

– Green.
There is a reason that fitness and nutrition-related brands use this colour. Green is a colour linked to nature that represents prosperity and hope. It indicates vitality, harmony with the environment, and freshness. Don’t you feel more connected to the earth when you see things of this colour? It is used to engage clients aimed to find rejuvenation and renewal. Sports brands make use of this colour when they want to reveal a fresh and innovative image that is also full of serenity, balance, and possibilities to grow.

– Gaïam – Green.
Gaïam has always been known as a precursor in the yoga industry. The brand is innovative, reliable and inspiring. The green in its logo is a perfect representation of meditation, nature and growth.

– Yellow.
This is the most positive colour that brands can use. Yellow evokes feelings of creativity and joy. It is also the colour of light, clarity, and warmth. Many brands utilize it since it communicates optimism and motivation. Otherwise, many brands include it in the elements of their corporate identity as it is a stimulating colour that easily attracts attention and arouses interest.

– Lolë – Yellow
This is a great colour for a brand like Lolë. Their activewear and yoga equipment exhume joy and creativity.

– Orange.
Orange suggests fun, energy, and youth. It communicates enthusiasm, games and sparks a feeling of vitality. Also, it is a colour closely linked to social elements.

Orangetheory – Orange
Orangetheory uses orange as its brand colour, and it doesn’t take away from complimenting the brand. Orange is one of the best brand colours for a fitness business because it exudes energy and vitality. A great choice to an outstanding brand!

– Purple.
Purple inspires creativity, originality, and imagination. It is a colour that can be associated with spirituality and abundance. It is also considered a deep, sophisticated, and luxurious colour that, in combination with other colours, can also denote ingenuity and innovation.

Athleta – Purple
Opposite from Lululemon, Athleta used purple as their main brand colour. Purple is less aggressive than red but it also does a great job of expressing a different kind of power and self-determination. Purple represents spirituality and sophistication. It is a great match for this athleisure/yoga brand.

– Black
Have you realized how the sophistication of the most elegant nights comes from the classy and ever-present black colour? Black is a classic colour used to contrast and balance other elements. On its own, the colour black represents timeliness, luxury, and value. It is also a bold colour that many of the brands, including sports, use to convey elegance and power.

Nike – Black

Nike’s signature black swoosh exemplifies sophistication and prestige. Using black as its main brand colour allows Nike to remain classic and carry a luxurious aura. Besides, black colour lets Nike stand out as one of the most established and powerful brands in the industry.


Now that you know how powerful and important colours are to illustrate the story of your brand and resonate with your target market, ask yourself: How much time did I invest in choosing my brand colours? Is it the best combination to represent my brand?
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