Sports Direct is the UK’s leading sports and outdoor retailer, known for offering a wide range of sporting goods, apparel, and equipment. With over 700 stores across Europe, Sports Direct has expanded its focus beyond traditional sportswear to include specialist outdoor gear. As part of this evolution, the brand aimed to enhance the outdoor sections in its flagship stores, creating an innovative shopping experience that bridges the gap between digital engagement and in-store retail.
Sports Direct: Outdoor Concept
Transforming Sports Direct's Flagships with AV solutions
The Client
The Problem
Sports Direct wanted to transform its outdoor retail spaces to provide customers with an interactive and personalised shopping experience. The goal was to create an environment that:
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Offered personalised recommendations for outdoor gear.
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Showcased seasonal campaigns and trends dynamically.
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Created an immersive atmosphere that reflected the outdoor experience.
To achieve this, Sports Direct needed a high-tech, interactive retail solution that would modernise the in-store experience while keeping the shopping journey seamless and intuitive.
The Solution
inurface media worked closely with Sports Direct and key outdoor brands to implement a range of innovative digital solutions across the Cardiff and Oxford Street flagship stores, including:
LED Digital Walls & Seasonal Displays
Installed large-scale LED walls, including a 3250 x 35000 digital wall in the Cardiff store, to showcase seasonal campaigns and outdoor trends dynamically.
Touchscreen ‘Digital Mannequins & Sound Shower Technology
75” touchscreens let customers choose outfits based on different outdoor environments, while directional Sound Shower audio enhanced the experience with immersive seasonal soundscapes.
Boot Finder Touchscreens & Hero LCD Displays:
A touchscreen tool designed to help shoppers find the perfect hiking boots for their needs, paired with hero product displays highlighting top footwear choices.
The Results
The transformation of Sports Direct’s outdoor sections successfully elevated the in-store experience, delivering:
A highly engaging and immersive retail space, merging physical and digital shopping.
Personalised product recommendations, making it easier for customers to find the right gear.
In-store storytelling, with dynamic screens and interactive features showcasing seasonal content and promotions
Stronger customer engagement and brand interaction, encouraging shoppers to explore, interact, and connect with the products in a meaningful way
