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Sports Direct

Digital content to Champion the legend in everyone

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The problem

As part of our ongoing retail elevation work for Sports Direct, we design and produce content across ATL advertising and interactive screens to further the mission in sport accessibility and to ‘champion the legend in everyone’.

The solution

Sports Directs’ Manchester Arndale store includes the UK’s largest screen, located in their new Running department. The screen uses ATL campaign content to celebrate the department’s 3 key categories.


The departments layout and digital focus is classified by customers’ running motivation, not solely by brand.


Through 3D motion design we created brand agnostic footwear to call-out the key attributes of the footwear – in line with the Running product categories.


Hero boxes feature animated displays behind leading product; to share more about the brands and tech within the footwear.


Interactive bay designs include ‘Tap and Learn’ NFC touchpoints that load short-form content on customer mobile devices. These guides can now be found in Running footwear, Apparel, Football and Swimming departments of the Manchester flagship – and offer friendly explainers to common sport FAQs to help navigate product with more confidence.

The result

A physical and digital store experience that seamlessly bridges O2O with accessible content for customers considering new sports.