• Sportsgirl: Window campaign with UK artist Mat Maitland.
    Sportsgirl: Window campaign with UK artist Mat Maitland.

A question mark hangs over what the future Sportsgirl will look like.

The youth retailer issued a statement today revealing it had ended a two-year partnership with a leading fashion public relations firm to “take the brand in a different direction”.

Sporstgirl will no longer be represented by Golightly PR, which also represents the likes of Dion Lee, Asos and Camilla and Marc.

Sportsgirl declined to reveal what direction it would take when contacted by ragtrader.com.au.

“At this point in time we won't be making any comments,” a spokesperson responded.

“We will however go out with an announcement when we are ready.”

This is not the first major overhaul for Sportsgirl.

Golightly PR assumed full responsibility for the retailer in October 2011, after a restructure of its marketing department saw internal PR functions reviewed.

comments powered by Disqus