Challenge

With less than a month to bring the entire experience to life, the team was up against the clock. The challenge wasn’t only operational, it was about transforming a familiar space into something fresh, exciting, and relevant, while delivering a launch moment worthy of a flagship opening.

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Solution

Leaning into World Cup energy, we opened with a high-impact reveal: the spokesperson sent a football straight into the net, triggering a full curtain drop that unveiled the revitalised flagship. Inside, every major sport category from football to running and pickelball - featured its own activation zone, giving guests a chance to explore, play, and experience the brand hands-on.

The momentum continued outside with a choreographed football showcase that pulled in the crowd. Meanwhile inside, customisation stations let guests personalise socks and bottles turning the event into an interactive, memorable journey from street to store.

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Impact

The launch brought together over 100 guests, including media, creators, and brand partners, creating excitement for both turnout and engagement. Content captured throughout the activation amplified the new flagship’s features, driving strong reach and interaction across digital channels setting a solid foundation for Sports Direct’s next chapter.

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