Under Armour partnered with IUF to create Europe’s first touch-sensitive LED floor for its in-store gamification experience, Total Footwork.
Installed at Sports Direct’s Liverpool flagship, the activation features two fast-paced agility games that immerse users in Under Armour’s world of performance and competition. Designed to be self-serve, intuitive, and visually striking, the experience challenges players to test their coordination, precision, and reaction speed.
Total Footwork features two modes, Fast Track, a digital ladder drill, and Power Step, a beacon chase. Both are designed to feel fast-paced and competitive without encouraging unsafe momentum. The 30-second games test precision, footwork, and quick decision-making, all within a confined zone. Player avatars, usernames, and real-time scores appear on a high-resolution 1.9mm pixel pitch LED wall, adding theatre and social energy to every game.
Users register at an entrance walkway where a branded photo is taken and a QR code is printed. This code links their identity to the game, tracking their scores and placing them on the leaderboard. The QR also connects to Under Armour’s CRM, ensuring valuable, opt-in data capture with every play. Players can go solo or compete head-to-head, with winner recognition and rewards issued weekly.
Creative assets feature dynamic environments like flickering floodlights and animated grass textures underfoot. The game’s pulse accelerates toward the end of each round, building anticipation. Meanwhile, window displays promote the experience externally, drawing footfall and reinforcing the activation’s presence across the full in-store journey.
