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Sports Direct

Game-changing retail comms

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The problem

As part of our ongoing work with Sports Direct, we design and deliver inspiring, improved in-store communication and navigation that is rolled out across stores country-wide. Our aim in-store is to create a more engaging way of telling the Sports Direct story and to reposition the brand with a more fashion-forward, confident presence.

The solution

We deliver functional aspects such as large-scale changing rooms, and a universal fixture system allowing leading brands prominence in-store. Alongside the functional elements of the store, we aim to produce spaces that speak to the location, working with local artists to create a celebration of sport and local youth culture through curated art installations.

The result

The result of our retail communications work for Sports Direct are elevated stores that are not only easily navigable, but exciting and engaging to explore.