In 2000 and under new management by the Sussan Corporation, Sportsgirl launches a new look for its stores, with the first unveiled at Chadstone shopping centre in Melbourne.

Sportsgirl launches its new connection campaign ‘make your own way there’ ditching the traditional ‘ideal women’ image for real and risqué images including tattoos, naked women on horseback and women kissing. A revamped and irreverent Sportsgirl website experience is unleashed onto the Internet.

Sportsgirl creates a real, fun and memorable experience for its audience both in-store and beyond.