Outdoor department

Sports Direct

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Sports Direct

Sports Direct

Enabling adventure

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The problem

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 and allowed SD to build credibility through demonstrating expertise and attracting new brand partners, thus supporting their expansion into Europe.

The solution

Our 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.

The result

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. It offers a fresh and engaging take on outdoor sports retail and has successfully enabled Sports Direct to create and build relationships with credible outdoor brands that were previously out of reach.