The Cardiff flagship store symbolises Sports Direct’s commitment to customer engagement, offering immersive experiences that linger long after the visit. Our mission: revolutionise retail by seamlessly blending digital technology with tangible shopping. Collaborating with renowned brands like Jack Wills, Puma, and Nike, we have reshaped retail dynamics, utilising state-of-the-art LED and AV solutions to create a narrative-rich environment. Central to this evolution is experiential gamification, merging digital expertise with real-world interaction. inurface media and sister brand Xi introduced captivating features like the Rugby Pass Challenge and the Jump Booth, transcending conventional shopping and inviting customers to actively engage in the brand’s story.