Alpha is a retail brand specializing in sportswear and athletic apparel, featured in Grand Theft Auto VI. It is part of the retail scene in Leonida, with a known presence in the town of Waning Sands. The brand offers athletic gear, footwear, and clothing, and is positioned as a recognizable name within the game’s world.
Overview / Description
Alpha is portrayed as a mid-to-high-tier sportswear retailer, parodying real-world chain Champs Sports1. It caters to a demographic focused on athletic fashion and sports culture. While little is known about the company’s origins or structure, according to the first official GTA VI trailer, its notable signage at a shopping mall in Waning Sands suggests it holds a strong market presence within the game's setting.
Branding and Design
Alpha's logo, seen briefly in the initial GTA VI trailer, is made up of bold, stylized lettering which is very similar to Champs Sports. The appearance emphasizes movement and athleticism through clean, modern typography that suits the sporty feel of the brand. Color scheme and style remind one of trends in sportswear branding in the current era.
