Sports Direct, a market-leading sportswear and lifestyle retailer under the Frasers Group umbrella, is known for combining scale with ambition. Sports Direct continues to invest in immersive store experiences that bring global brands to life across a wide range of retail formats.
Sports Direct
Stratford, London
Powering 35 digital activations at one of the UK’s most recognisable retail destinations.
The Client
The Problem
With the launch of their latest flagship at Westfield Stratford, Sports Direct set out to redefine the retail experience across multiple zones, balancing bold brand presence with functional innovation. The space needed to seamlessly blend customer engagement tools with eye-catching digital moments, all while remaining operationally streamlined. Central to this brief was the ability to unify a wide range of activations into a single, cohesive digital estate.
The Solution
Bespoke Activations
inurface media delivered a fully integrated digital ecosystem, powering 35 bespoke activations across the store.
Transparent LED Displays
A transparent LED display at the entrance showcases key messaging without compromising visibility in the space. In the Football and Outdoor zones, interactive Shoe and Boot Finders guide customers through a series of tailored questions, taking them on a personalised journey to find their ideal footwear. A striking Digital Activation Cube anchors the atrium, while brand areas for adidas, Nike, Puma and others feature dynamic displays tailored to each zone.
Content Management System
All activations are managed through a centralised CMS, giving Sports Direct complete control, consistency and speed across the full estate.
The Results
One CMS powering all 35 digital activations across the full store environment
Transparent LED used to showcase Sports Direct messaging while maintaining store visibility
Interactive product zones support deeper engagement and informed purchase decisions
Dynamic content areas drive brand impact across high-traffic environments
