Sports Direct’s ambition was to become the most authentic, connected, and commercial running destination in sports performance retail. With this in mind, we were tasked with designing a new elevated approach for the department.

Working with running experts to redefine the Sports Direct Running category, the new concept provides a clear journey for customers to shop by end use rather than brand, thus offering the customer non-biased advice aligning to their ambition as a runner. With a freshly designed category identity, we integrated digital product finder tools, educational comms and a gait analysis experience that provides consumers with the ability to self-serve and ‘buy right first time’.

The new Running department provides a truly consumer-centric approach, one where the brands take a back seat in favour of educating and guiding customers to the right products for them. The elevated concept has opened the door to credible new running brands wanting to be included in what is being hailed as a market-leading retail destination for the running category, and has been scaled for roll out across Sports Direct’s new and existing stores.