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Sports Direct

'Swimming Starts Here'

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The problem

Brand partner Speedo were keen to make a splash within Sports Direct stores through elevating the Swim category in order to build more customer engagement for the category. With our longstanding relationship both with Speedo and Sports Direct, we were appointed to create a Swim destination to attract customers and assist them in their purchase decisions.

The solution

A showstopping entrance display with a trio of diving mannequins leaves customers in no doubt they have entered the Swimming category.  The strong visual identity includes a palette of muted blues, rippled materials and red accents with clearly defined merchandising principles and supporting comms to help customers navigate to the right products for them. Digital guides and educational displays support customer learning and provide advice on how to choose between different product types, whilst hero displays offer brands the opportunity to promote key products.

The result

First featured in the Manchester Arndale flagship store, the new Swimming department provides a consumer-centric approach and greatly improves the customer shopping experience through an engaging new department identity, improved navigation, and on-hand educational tools.