Birmingham, Oxford Street, Manchester

Sports Direct

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Sports Direct

Sports Direct

Flagships for the home of sport

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The problem

Five years ago, Sports Direct had a less than desirable reputation with research feedback being complimentary towards the range available, but less so towards the shopping experience. So, for the last four years, we have been working closely with Sports Direct to elevate the retail experience for the Sports Direct customer.

The solution

We have worked to open large scale, experiential spaces in three of the UK’s key cities: London, Birmingham and Manchester. The stores proudly showcase new important initiatives such as The Bra Studio and Lifestyle Hub and are built on an enhanced brand storytelling strategy – whereby brand interaction takes up 30% of the floor space vs 20% in standard stores.

The result

The category led approach of Sports Direct’s retail concept continues to help customers in their journey of accessible sports and leisure, inviting consumers to try and experience sports, whatever their level, in a non-intimidating, inviting and fun environment; embodying the spirit of Sport’s Direct’s mantra that ‘Sport Starts Here’. The rollout of the Sports Direct flagship environments is the pinnacle of the brand’s elevation process over the last 5 years.


Transform Awards 2021 – Silver – Best Brand Experience (Oxford St)

Creative Retail Awards 2022 – Gold – Store Design of the Year (Oxford St Flagship)