Proline was launched in 1983 by two national level tennis players Rajesh and Rajiv Batra with the objective of ‘helping people achieve their wellness objectives’. he endeavor was to innovate and offer smart, tech and functionality, solutions for enjoying active lifestyles in its specialty range of Polos, T-shirts, Track pants, Shorts and sweatshirts for the young, agile and fun loving.
The store concept was to be designed around a customer’s active athleisure lifestyle moments.
The store design is conceptualized with inspirations from an ‘Urban sports café’.
The journey starts from the front open window zone called ‘CHEER’ that depicts the joy of staying fit. The ‘EXERCISE’ and ‘PERFORM’ zones feature the athleisure and performance merchandise assortments planogrammed with consultative communication. The ‘ADVICE’ points across the store feature the technical innovations in product design with advisory information about the featured merchandise. A digital assistant is also integrated in one of these points in a highlight feature, a basketball board and hoop.Overall, the store is a friendly lifestyle setting for buying innovatively created merchandise suiting an active lifestyle for all.