Sports Direct

Gamification Concept

Transforming Flagship Stores into Interactive Spaces

Developed by IUF in collaboration with experiential partner Xi, the Sports Direct Gamification 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.

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.

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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.

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.

Selfie Mirrors

These 4K interactive touchscreens add a visual, social layer to the gamification suite. With snap masks, boomerangs, and instant QR downloads, customers can create branded content in seconds. Powered by Scala CMS, they stay fresh, scalable, and on-brand. The result? Higher footfall, more user-generated content, and an engaging digital destination within the store.