Sports Direct New Outdoor Department

Helen Goalby


Following the success of our elevated Running department, Sports Direct appointed us to redesign their Outdoor category. Targeting a younger audience, we were tasked to create an authentic, connected, and commercial destination that appealed to Gen Meta.

TOO_News_SD_Outdoor_06Our approach was to create a light, bright and immersive space that feels very different to the traditional ‘outdoor store’. Customers are welcomed with a fresh palette and curated largescale motion content depicting the sense of freedom and wellbeing they crave. Clear product segmentation, seasonal inspiration and a combination of experiential physical and digital touchpoints help inspire customers and educate them in a category they may be unfamiliar with, whilst showcasing the latest technical innovations in products from brands that were new to Sports Direct stores like The North Face, Columbia and Salomon.

With a full service offering from our environmental design, graphic comms, digital and motion design teams, the elevated Outdoor category has launched as a key destination within Sports Direct’s new Cardiff flagship store.



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