Developed by IUF in collaboration with experiential partner Xi, the Sports Direct Experiential Concept brings together a powerful suite of self-serve, sports-led digital activations designed to boost customer engagement and brand interaction. Rolled out across key UK stores, this concept seamlessly merges athletic challenges with intuitive tech, turning shop floors into playgrounds for performance, play, and shareable moments.
Sports Direct
Experiential Concept
Transforming Flagship Stores into Interactive Spaces
4
Activations
10
Flagships
300
Interactions
0
Staff Required
Hang Tough
A test of strength and stamina, this interactive challenge invites customers to hang from a suspended bar for as long as they can. A live leaderboard and countdown display drive competition, while seamless touchscreen registration ensures flow. With zero staff input needed, Hang Tough keeps shoppers engaged, entertained, and invested in beating their own best time.
Rugby Passing Challenge
Installed in Cardiff to tap into the city’s rugby culture, this game sees players throw rugby balls at LED-lit target zones. A countdown screen adds urgency, while scores are logged to an on-site leaderboard. With durable screen protection and intuitive UX, it’s a high-footfall, no-staff-required activation that connects directly with the local sporting audience.
The Jump Booth
This motion-tracked experience challenges visitors to test their vertical jump by attempting to reach a suspended basketball. Using 3D cameras, LED displays and slow-motion capture, the booth creates dynamic content that’s instantly downloadable and designed to be shared. It reinforces Nike’s energetic brand ethos while driving interaction, dwell time and return visits.
Total Footwork
Europe’s first touch-sensitive LED floor, challenges players to test their agility across two modes: Fast Track (a precision ladder challenge) and Power Step (a reaction-based chasing game). Designed for single or two-player action, each round displays real-time scores, headshots and countdown timers on a 1.9mm wall-mounted LED. With 100s of plays weekly and integrated CRM data capture, the experience combines gameplay, brand storytelling, and measurable ROI in one seamless system.
