Sports Direct
A (female) first for Sports Direct
We designed the Sports Direct Bra Studio, an inclusive in-store destination empowering women through privacy, clarity and fit-focused tools, encouraging Gen Z and female customers to confidently engage with sport.
The Problem
Responding to consumer insight that Gen Z are accountable for 40% of global consumers, Sports Direct wanted to make sure they appealed to this younger audience. With 64% of Gen Z females stopping playing sport after leaving school due to few opportunities, lack of information and being put off by an intimidating atmosphere, Nike and Sports Direct wanted to address this concerning statistic through celebrating women and sport within Sports Direct stores.
The Solution
The ‘Bra Studio’, an in-store destination which appeals to female customers of any age or sporting ability, enabling women to find the right sports bra for them. Brands are combined and categorised by support level according to specific sport activities, giving the customer clarity of choice and a more succinct shopping experience. The space has been designed sensitively to offer more privacy and features inclusive sized mannequins, an interactive Bra Finder app (designed and developed by our digital team) and dedicated fitting rooms.
The Result
A safe, private space to browse sports bra products, try on and learn the importance of the correct fit – searching for the perfect sports bra has never been easier!
Sector
Retail Design
