Labbrand creates the Chinese name for Domyos, conveying the comfortable and joyful fitness with the brand.
EXCITED ABOUT FITNESS
Founded in 1998, Domyos is a sportswear and equipment brand under the Oxylane Group. Specializing in fitness training, Domyos is exclusively distributed in Decathlon stores and through e-commerce.
Domyos believes that fitness is not about restrictive, painful experiences. It is about fulfillment, health, comfort and self-esteem. Due to Domyos’ vision “to create desirability and make the pleasure and benefits of fitness accessible to all,” our vision was to create a Chinese name that would reflect Domyos’ comfortable exercise experience.
HAPPINESS, COMFORT AND ACCESSIBILITY
We created 动悦适 [dòng yuè shì] for Domyos. 动 [dòng] indicates body movement and sports, evoking the dynamics and vividness of Domyos; 悦 [yuè] emphasizes pleasure and joy; 适 [shì] promotes fitness and comfort. To create the best Chinese name, we complemented the naming process with comprehensive qualitative research. We performed linguistic checks in Mandarin and five other Chinese dialects and conducted two focus groups in Shanghai and Beijing for consumer insights. Furthermore, we performed a legal check for safety of trademark registration.
Altogether, the Chinese name, 动悦适, well communicates the essence of Domyos: happiness, comfort and accessibility. The Chinese name conveys the joy and comfort of sports to the Chinese consumers.