Intersport is looking to capitalise on JJB’s demise by launching a new marketing campaign highlighting the expert advice shoppers get in-store.

The buying group, which operates over 200 stores in the UK, said the message would help “set it apart from other sports stores on the high street”.

In a bid to win custom from JJB Sports’ - which deemed itself as a specialist for those who are serious about sport – audience, Intersport is launching a series of ads in national running, fitness and lifestyle magazines and digital channels from October.

The retailer’s campaign uses Intersport staff talking about their passion and expertise. The ads are centred around a split image which demonstrates the side of the staff member that is an experienced retailer and the side which is a passionate sports enthusiast. The message is that they are ideally placed to provide unbiased, valuable advice on sports kit and equipment.

The first advertising campaign focuses on running, however other sports will become the focus throughout the campaign.

Intersport general manager Tom Foley said: “We wanted to communicate our expert advice proposition so that consumers looking for knowledge and advice from a passionate team know that Intersport is the best place for them to shop.”