Despite its commercial success, Sports Direct had long prioritised function over experience. Stores were engineered rather than designed, leading to a disconnect between the environment and the global brands it housed. Customer perception was declining, and with it, brand loyalty and shopper quality.

We reimagined the flagship experience as an energetic, omni-channel retail destination one that celebrates sport and connects emotionally with a younger, more discerning audience. Through bold storytelling, interactive moments, and digital tools such as product finders and self-guided shopping aids, we empowered customers to ‘buy right first time’ without relying on staff intervention. The environment became a catalyst for exploration, imagination, and confidence.

The new flagship design delivered immediate results, with double-digit year-on-year growth and rapid expansion across international markets. The elevated experience has reignited confidence from global brands, who now actively invest and showcase their latest products in-store. With awards and customer trust rising in tandem, the rollout continues at pace, setting a new benchmark for what sports retail can be.