» FloSports Rebrand

FloSports Rebrand

FloSports is an OTT subscription video streaming service relentlessly dedicated to underserved sports — such as rugby, volleyball, bowling, and cheer. Subscribers enjoy live and on-demand access to tens of thousands of competitions in the US and abroad across 20+ sports verticals.


With a highly fragmented audience, how do you forge deeper connections to the overall FloSports brand without sacrificing the passion or authenticity that attracted those subscribers to the individual sports verticals in the first place?


Drawing upon our expertise in fandom, Troika conducted extensive audience segmentation research to identify the particular combination of archetypal sports fan drivers that fueled the 22 individual FloSports communities. Troika used the results of that research to create a comprehensive messaging strategy and communications framework that informs the voice, tone, style, themes, and writing principles that should be used within each of the 22 fan communities to continue to deliver an authentic experience for those fans.

Troika developed a “branded house” blueprint for FloSports to drive equity back to the master brand.

At its center is a logo system built around a bold new “tribal icon” symbolic of the movement of all sports. The icon — characterized by a 10-degree angled cut dubbed the “forward leaning stance” — is the mark of a tribe dedicated to the
passion for sport, the spirit of competition, the relentless pursuit of excellence, and is symbolic of the movement of all sports.

That sense of tribal belonging is carried through to the new brand essence: “Fuel the Tribe.” Those three words recognize that FloSports ignites the passions of devoted communities who unite under than banner of the sport they love.


Troika delivered a unifying brand platform that significantly upgrades the visual identity and positions FloSports for a new era as the company grows its subscriber base and expands live event coverage to more sports, conferences, and governing bodies.