Sports Direct Manchester Arndale Shortlisted for Retail Week Awards

Sports Direct Manchester Arndale shortlisted for Retail Weeks Store of the Year catageory

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We are thrilled to be shortlisted for the 2024 Retail Week Awards! Our store design for Frasers Group's Sports Direct&nbsp;Manchester Arndale store is a finalist in the Best New Store category. Well done to all shortlisted <a href="https://awards.retail-week.com/LIVE/en/page/2024-shortlist" rel="noopener">entries</a>.&nbsp;
If you'd like to read more about how we helped to transform this retail space, click <a href="https://www.theoneoff.com/work/retail-and-interiors/retail-design/sports-direct-flagships" rel="noopener">here</a>.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_NEW_24_RWA_8_92.jpg" width="2667" height="3000" loading="lazy" alt="TOO_NEW_24_RWA_8_92" style="height: auto; max-width: 100%; width: 2667px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_NEW_24_RWA_8_93.jpg" width="2667" height="3000" loading="lazy" alt="TOO_NEW_24_RWA_8_93" style="height: auto; max-width: 100%; width: 2667px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_NEW_24_RWA_8_94.jpg" width="2667" height="3000" loading="lazy" alt="TOO_NEW_24_RWA_8_94" style="height: auto; max-width: 100%; width: 2667px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_NEW_24_RWA_8_95.jpg" width="2667" height="3000" loading="lazy" alt="TOO_NEW_24_RWA_8_95" style="height: auto; max-width: 100%; width: 2667px;">
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We are thrilled to be shortlisted for the 2024 Retail Week Awards! Our store design for Frasers Group's Sports Direct&nbsp;Manchester Arndale store is a finalist in the Best New Store category. Well done to all shortlisted <a href="https://awards.retail-week.com/LIVE/en/page/2024-shortlist" rel="noopener">entries</a>.&nbsp;

HORROR EMPORIUM

“A treasure trove of unearthly delights, where the boundaries between reality and the supernatural blur”

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Briefed to lead the Halloween creative across George, George Home and ASDA, this brief was an amazing opportunity to achieve true consistency for both George and ASDA across in-store and online channels. A first in creative execution for the two brands, and the ideal opportunity to help the retailer regain their position as being ‘best for event’s’.
Having not refreshed the Halloween look and feel in several years, the opportunity for creative was huge, whilst it was important for the creative have the longevity to comfortably sit across all product trends and departments, with the new look and feel flooding all customer touch-points across packaging, in-store, online and social.
We worked into the idea of the Horror Emporium; A true destination with an eerie charm, giving customers a one-stop shop for customers celebrating at home. The creative would go on to apply across all departments and product categories; touching food, home décor, confectionery, clothing and gifting; prompting cross-category shopping and giving customers more reasons to visit ASDA and George.
“TOO’s creative solution gave us an innovative take on Halloween that is ideal for the George and ASDA shopper. 
It’s the first time a campaign has spanned the entire George, George Home and ASDA omni-channel estate. A design and campaign that was fully integrated across both brands, George and ASDA, to offer full consistency; helping our customers to shop easily and buy all their event needs in one visit - Dress up, confectionery, dressing the house up!
“The design fully incorporated all channels so that creative application was well thought through, and therefore led to a comprehensive guideline which meant that it was really easy for all teams to work through, and make sure that we had a consistent execution”. Claudia Solano – Head of Creative at George
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<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/George_Halloween_Blog_01.jpg" width="2250" height="2250" loading="lazy" alt="George_Halloween_Blog_01" style="height: auto; max-width: 100%; width: 2250px;">With our illustration and motion graphics teams working collaboratively, the suite of characters came to life, living in the world of the Horror Emporium – these characters were developed with subtle animations – small movements, eyes darting and blinking, suitable for sitting alongside product online without distracting the customer. They went on to be embedded into the social channels, onto the in-store digital screen, in-store POS, and within email marketing too, popping up throughout, adding a touch of personality and delightful spookiness whilst delivering cross channel creative consistency!
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We worked with the developers to create a Halloween landing page, implementing bespoke background assets for an immersive experience, followed up with the characters appearing on the product landing pages throughout the products.
Provided as a suite of creative with a full guideline, the multiple teams within George and ASDA were able to work with the creative assets specifically for their own channel. Our suite of creative assets consisted of the lock up, typography, refined colour palette, background creative &amp; the characters themselves.
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“A treasure trove of unearthly delights, where the boundaries between reality and the supernatural blur”

How can Nike win in multi-brand retail?

Last week saw the return of Elliott Hill to Nike, re-joining the business as CEO, with a clear objective from day one.

Much has been written about how to get the Swoosh back on track. One consistent theme being discussed is the need for the brand to re-engage with 3rd party retailers across the globe and do a better job of showcasing its brand and product in their stores.
Over the last 10 years of working with Nike, we’ve been at the forefront doing exactly this with multi-brand retailers across Europe, and we take great encouragement from the results we’ve seen our work achieve, and what this might mean for the brand moving forward.
The north star that has guided all our work with Nike, has been our mission at The One Off - Inspiring Customers, Creating Profit. This mission reflects our ability to understand consumer mindsets, and to align these with both the brands mission to “bring inspiration and innovation to every athlete in the world” as well as the operational and commercial considerations that drive each of the retailers’ businesses.
We see 4 key areas that Nike can leverage to get back on the front foot in 3rd party retail:
<h2>Category Leadership</h2>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Football%20overall.png" width="2870" height="1958" loading="lazy" alt="Football overall" style="height: auto; max-width: 100%; width: 2870px;">
Nike’s dominance in key categories, most notably running and football has been put under pressure in recent years, both by well-established competitors and new challenger brands that have enjoyed strong growth during Nike’s focus on DTC channels.
This influx of new brands however creates an opportunity for Nike. With more brands fighting for share of voice within multi-brand retailers, and retailers often lacking the resources to provide an experience that will grab attention, and help shoppers understand the right product for them. There is the need for a category leader to drive the elevation of the category and inspire and engage shoppers.
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Nike’s new Football boot concept has been implemented into several European retailers. Premium materials and production techniques have been used to elevate the feel of the department within the retailers. Innovation stories, linked to end uses, allowing shoppers to understand which products suit their needs and goals. A combination of physical and digital media is also used to facilitate decision making, allowing shoppers to validate any research they have done prior to visiting a physical store and driving conversion.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Running%20overall.png" width="2642" height="1762" loading="lazy" alt="Running overall" style="height: auto; max-width: 100%; width: 2642px;">
The new running category concept for Sports Direct, developed in collaboration with Nike, had a truly consumer-centric approach, guided by a desire to create the ideal shopper journey through the department.
This meant that brands took a step back, and shoppers were allowed to navigate the space and range by end use, rather than brand.
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Communications from the retailer were developed at a category level to help educate shoppers, who might be new to running, with O2O product finders utilised to help shoppers choose, find and purchase according to their needs.
<h2>Remove Friction</h2>
Post pandemic, discretionary spending has been driven down for most shoppers. In tandem, retailers have come under increased financial pressure in part due to the cost of returns, a result of shopper behaviour, purchasing multiple items online to try on at home.
This has created a space where Nike can play an important role adding value to both the shopper journey, and the retailers’ operational challenges by helping guide shoppers to the right product for them.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Ochner%20running%20unit.png" width="1866" height="2182" loading="lazy" alt="Ochner running unit" style="height: auto; max-width: 100%; width: 1866px;">
Swiss sports retailer Ochner were experiencing challenges within their running category, and the treadmills that were once a key feature in all their stores to drive footfall were increasingly underutilised by shoppers.
An RFID enabled lift and learn table allowed shoppers to learn about the benefits of trail, road, and track Nike shoes and to compare models. QR codes linked shoppers to the best local running routes, expert product reviews and the ability to shop the product online if they weren’t ready to complete their purchase just yet.
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The results spoke for themselves with 46% of shoppers in the running department engaging with the experience, and a 79% increase in Nike running shoes.
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Sports Bra’s has historically been a category that is very hard for women to shop in multi-brand retail. Typically ranged within brand departments with each brand using different terminology and communications making it hard for shoppers to compare and understand which would be the right product for their body and the types of activity they would doing.
The “Bra Studio” developed in partnership with Nike and Sports Direct brought all brands together into one space, ranged by levels of support – aligned to specific sports activities to give the shopper a simplified journey.
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The physical space is supported by a Bra Finder app, accessed through touch screens, on the retailer’s website, and on a shoppers own mobile device. The communications journey for this was developed in collaboration with a breast health expert, to ensure we could guide shoppers through their purchase journey to find the right product first time.
<h2>Retail Theatre</h2>
Increasingly, consumers prefer shopping physical stores that offer experiences beyond traditional shopping.
As a brand, Nike is steeped in history, has compelling innovation stories inherent in its products and is interwoven with popular culture. Each of these areas gives us the ability to create memorable engagements at retail through storytelling and experiences.
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Shopping is increasingly seen as a social activity in younger cohorts of consumers, and by providing opportunities for shoppers to engage with simple physical challenges in store, we have been able to bring to life the Nike brand in highly engaging ways.
The AI powered Jumpman experience, developed in collaboration with Jordan saw over 20,000 engagements within the first 4 months of being in-store, providing shoppers with a unique experience, and the retailer with valuable insights into the shoppers they had in-store, and the ability to re-market to them following engagement.
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Despite all the changes in how we shop today, newness is still one of the primary drivers of footfall into physical retail. By celebrating new product launches in theatrical ways that hero the product and allow shoppers to experience it in a highly engaging way we can create excitement, re-invigorate interest in the Nike brand and drive product demand.
<h2>Community and Connection</h2>
Since Covid-19 lockdowns, consumers crave community bonds and expect brands to help facilitate connection and reflect their communities authentically and with respect.
The need for stores to move away from a “one fit out for all locations” model to one that better reflects the communities and people that it serves has never been more apparent. It’s here that Nike can add value to its retail partners in the way that its brand shows up in store.
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In-store communications within brand areas in multi-brand retailers presents an opportunity for Nike to bring to life the brands core messages and heritage through the lens of local artists. By ensuring we are partnering with up-and-coming talent The One Off have been able to give Nike a credible link to the communities that the retailer serves and have met Gen-Z’s preference for anything under-the-radar.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Run%20club%20group.png" width="1776" height="1668" loading="lazy" alt="Run club group" style="height: auto; max-width: 100%; width: 1776px;">
Once reserved for app-based groups or brand store activations, recent years have seen the proliferation of store based community groups from multi-brand retailers.
By thinking outside of their own communities, and partnering with retailers Nike can reach new audiences, and consumers that have moved away from the brand who may not choose to engage with one of their DTC channels.
<h2>In Summary</h2>
Whilst there is work to be done, in part to re-build relationships with retailers, Nike have innovated in 3rd party retail over the last 4 years with several ground-breaking initiatives that have helped build the brand and drive sales. If the success, we have had in working with Nike to “Inspire Customers. Create Profit.” can be replicated across other retail accounts, we are confident in Nike’s ability to win in 3rd party retail again.
Please get in touch via <a href="mailto:Hello@theoneoff.com">Hello@theoneoff.com</a> if you’d like to find out more about our previous work with Nike, or how we can help you.
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Last week saw the return of Elliott Hill to Nike, re-joining the business as CEO, with a clear objective from day one.

Was IFA 2024 the best yet?

Celebrating A Century of Innovation and Inspiration in Berlin. Was IFA 2024 the best yet?
IFA, the world’s largest consumer electronics and home appliances show, transforms Berlin into a hub of innovation every September. Taking place at Messe Berlin, the event draws professionals and consumers eager to explore the future of technology.
As regular attendees, we at TOO look forward to connecting with clients, gauging market trends, and getting a first-hand look at groundbreaking tech innovations. Berlin itself truly comes alive for IFA, with the event’s branding visible everywhere—from airports to billboards, and even at the city’s landmarks. The influx of attendees sporting IFA lanyards adds to the palpable excitement in the city’s hotels, hospitality venues, and public transport networks.
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This year’s event, celebrating its 100th anniversary, felt bigger and better than ever before. After years of pandemic-related disruptions, IFA 2024 was a full return to form. Official stats reflected this resurgence, with attendance up by 18% year-on-year, totalling over 215,000 visitors—133,000 of whom were trade professionals. Media attendance rose by an 43%, while tech bloggers and influencers saw a 300% increase.
The fresh IFA branding, characterised by a vibrant colour palette and the new tagline “Innovation For All,” contributed to an elevated sense of excitement. Larger brand investments, more delegates, and a robust consumer program demonstrated IFA’s growing influence and reach.
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Based on our two days at the event, here’s a look at some key themes that shaped IFA 2024:
AI Everything Everywhere
AI was a central focus across the event, with brands prominently featuring AI-driven innovations in their exhibits.
LG's "Affectionate Intelligence Home" stood out for its immersive brand experience and consumer-focused categorisation. Rather than merely showcasing products (notably few TVs), LG focused on AI’s potential to shape future behaviours, presenting four distinct smart home concepts including: ‘Second Youth Home’ designed to care for active seniors, managing their daily routines, health, and safety, Smart Green Home’ a vision of a more sustainable, eco-friendly way of life enabled by AI, Affectionate Home’ AI-driven care for children and pets, offering personalized support, 'Delightful Home’ AI-tailored culinary experiences and daily delights designed to suit individual tastes.
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Samsung’s “AI for All” was similarly integrated and conceptual if lacking the clarity of proposition, with language clearly catering for an international audience: “Wondering if your parents far away are okay? No need to call, just open up Smarthings Family Care. Stay connected even when apart.”, “Health tracker of your dreams is here. “You just fall asleep, AI automatically activates sleeping mode.”, “Check out Samsumg Food and enjoy a smarter way to stay healthy! It manages ingredients and suggests healthy recipes.”, and most amusingly “Answer your calls with your washer. Do not bother holding your phone while doing the laundry.”
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The pick of other applications utilising AI included Vestel showcased a fun innovation concept called A(I)RT TV, which uses AI to generate dynamic wallpapers that change based on the environment around the TV—a creative take on home aesthetics.
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Most interestingly were broader, city-level AI applications including HiSense's Smart City Platform demonstrated how AI could revolutionise urban infrastructure by monitoring traffic, public transport, and even disaster prevention, showcasing a future of enhanced urban resilience.&nbsp;
Sustainability in Focus
Sustainability was another key theme, with many exhibits embracing eco-friendly solutions. Messe Berlin’s halls featured lush indoor plantations, creating a fitting backdrop for brands showcasing their sustainability efforts.
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Vestel made waves with its Biolive initiative, a biotechnology enterprise that produces bio-based plastics from olive seeds. Their concept appliances, made from 99% bio-based plastic, promise negative CO2 emissions and embody the circular economy’s principles of zero waste.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/374A574E-A741-473B-B851-908ED744D64A_1_105_c.jpeg" width="1024" height="768" loading="lazy" alt="374A574E-A741-473B-B851-908ED744D64A_1_105_c" style="height: auto; max-width: 100%; width: 1024px;">
While many brands emphasized eco-responsibility, few offered substantial innovations beyond concept materials. The overarching message was one of technology-enabled efficiency, with products and solutions designed to promote sustainable living.
Wellbeing and Digital Health on the Rise
A noticeable growth area at the event was wellbeing and ‘digital health’, which accounted for several of the huge exhibition halls, with offerings from the big brands, and prevalently from dozens if not hundreds of growth innovation products and start ups in this space.
For the big brands, wellbeing and health is increasingly integrated into their eco-system of solutions – as with sustainability – helping to improve overall health monitoring and management with technology enabled solutions, such for assisting daily exercise and health maintenance. To what extent the connected OS propositions from Samsung, LG, HiSense, and the other major manufacturers operating systems are walled gardens remains to be established.
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There were companies such as Yolanda that provide the system development underpinning the array health products and tools, as well as those showcasing the hardware such as Bodyfriend ‘dedicated to enhancing the lives of it’s customers by extending their Healthy Year Life by 10 years’.
Offerings ranges from massage chairs, massage guns, to smart body fat scales, to all manner of applications and smart tools for wellbeing.
TV Market Innovations
Here at TOO we are particularly interested in the TV category, we were thrilled to see the latest product launches and concepts on display.
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The latest micro LED and 8K TVs boasted stunning visual depth and detail, pushing the boundaries of home entertainment.
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The gaming sector within the TV market is booming, with brands unveiling products designed to enhance gaming experiences—high refresh rates, curved screens, and built-in speakers were common features. HiSense's partnership with Black Myth: Wukong continued the trend of content partnerships, bringing AAA gaming experiences to the forefront of TV innovation.
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Other highlights included outdoor TVs, powerful sound bars, portable Wi-Fi-enabled TVs, and transparent micro LED screens.
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The Power of In-Person Marketing
From a trade perspective, IFA reaffirmed the importance of in-person interactions for business growth. The event provided a unique opportunity for industry peers, partners, and remote teams to connect, with substantial financial investments made into the event and benefitting Berlin’s surrounding economy.
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We observed a variety of exhibitor styles, from the experience-driven approaches of LG and Samsung to the product-focused demonstrations by brands like Shark Ninja. Some companies, such as Google, prioritized trade meetings over public exhibition space, highlighting the diversity of strategies on display.
Wrapping up: The Future is Integrated and AI-Driven
One of the biggest takeaways from IFA 2024 was the growing emphasis on holistic, integrated smart solutions. Whether it’s health and wellbeing, eco-efficiency, or home management, the future will be powered by AI, promising to simplify and improve our daily lives in ways we’re only just beginning to imagine.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/B412BEF4-7883-4D7A-BBEC-F4A49F9ACBB7_1_105_c.jpeg" width="1024" height="768" loading="lazy" alt="B412BEF4-7883-4D7A-BBEC-F4A49F9ACBB7_1_105_c" style="height: auto; max-width: 100%; width: 1024px;">
Thanks, IFA, for another inspiring experience. Until next year, Berlin!

Celebrating A Century of Innovation and Inspiration in Berlin. Was IFA 2024 the best yet?

Toshiba Brand Campaign

We’re excited to work with our amazing client, Vestel, and valued partners to officially launch Toshiba TV’s latest advertising campaign. The campaign brings to life “Seeing is Believing”&nbsp;the power that immersive TV experiences have in encouraging us all to explore, play and achieve more. 🎉 
<div class="hs-embed-wrapper" data-service="vimeo" data-script-embed="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; min-width: 256px; display: block; margin: auto; max-width: 749px;"><div class="hs-embed-content-wrapper"><div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/1011948831?h=70a9e68ede&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="Toshiba_TVC_Branc Campaign"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script></div></div>
Keep an eye out for our fresh TVC airing across BVoD, SVoD, Video Networks, and Social Media platforms, alongside a website refresh and integrated retail campaigns.
A huge thank you to Vestel UK, Marion Marougi, Bart Kuijten, iSite TV, Kathryn Slater, not to mention The One Off team across project management, strategy, creative, motion, digital dev and media teams for making this happen!

We’re excited to work with our amazing client, Vestel, and valued partners to officially launch Toshiba TV’s latest advertising campaign. The campaign brings to life “Seeing is Believing”&nbsp;the power that immersive TV experiences have in encouraging us all to explore, play and achieve more. 🎉

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