IUF partnered with Sports Direct to deliver an ambitious, estate-wide digital rollout covering 200+ stores across the UK, Ireland, and mainland Europe. This included 10 flagship locations and over 2,000 screens. With 1,000+ media players and 50+ content aspect ratios, the rollout introduced a consistent, data-driven content ecosystem. The result? A unified digital environment that elevates the customer journey, powers dynamic storytelling, and launches Sports Direct’s first in-store retail media network.
Sports Direct
Full Estate Digital Rollout
200+ Stores Digitally Transformed Across the UK & Europe
200
Locations
10
Flagships
2000
Screens
1000
Media Players
Scalable for Multi-Brand Environments
IUF’s solution combined dynamic AV infrastructure with localised flexibility, deploying bespoke installations from large-format LEDs and high-brightness windows to product-specific discovery zones and interactive displays. Every site was configured to optimise customer flow, enhance brand messaging, and meet individual store requirements, whether in high-street flagships like Oxford Street or compact mall units. Powered by a single CMS, the estate enables fast campaign rollouts and screen-level targeting across varying layouts and aspect ratios.
Immersive Brand Experiences Across Every Store
From high-impact entrances to interactive zones and digital gamification, IUF brought flagship-level experience to every tier of the estate.
Feature displays highlight seasonal campaigns, while touchpoints like shoe finders and digital mannequins enhance product discovery.
Experiential content, sports challenges, and integrated sound elevate brand immersion, turning each store into a destination.
These consistent but flexible touchpoints build loyalty, engage customers, and make every visit memorable.
