From experiential design and digital integration through to celebrity endorsed sports apparel and personalisation, sports brands have certainly upped their game over the last few years, to provide captivating customer experiences as part of their brand identity. Here we take a look at brands that have recently incorporated these trends into their latest retail executions.
This all singing all dancing immersive space is a great example of modern retail. Incorporating various digital touchpoints throughout, the store provides a captivating, interactive experience for the consumer.
With new elements such as the 3D foot scanner, the ‘Pick and learn’ system and the chill out lounge, complete with charging stations, the brand has created an immersive experience with plenty to keep the consumers interested and coming back for more!
Tired fixtures and jumble sale vibes are a thing of the past for Sports Direct, as the Oxford Street flagship has undergone a £10 million tech-heavy make-over and is looking FRESH! Taking a much more modern approach the overall aesthetic is quite urban in style with use of faux concrete finishes, modular fixtures and fluorescent tube lighting throughout.
With over a 100 digital screens, a large selfie booth and bra fitting zone, Sports Direct are really upping their game in an attempt to bring their retail estate into the 21st century. The revamped store now stocks over 140 brands, offers dedicated areas for different sports, provides a basketball experience, has improved sound capabilities and even has customisable products. The brand has definitely pulled out all the stops to put this flagship back on the map!
If shooting hoops is your thing then this one will be pretty exciting for you. The first UK based NBA store has opened in Soho, London and it’s a basketball fans dream! Featuring an extensive range of official NBA and WNBA merchandise and memorabilia, including exclusive NBA products, apparel, jerseys, headwear, sporting goods, toys and collectables, what’s not to get excited about.
Fans can even personalise NBA jerseys and hats, for all teams, with the stores customization service and let’s face it, who doesn’t want their sports apparel personalised!!
Large wall decals of badges representing every regular-season game that has been held in the UK capital since 2011, are boldly displayed along one side of the store and celebrate London’s evolving role in the NBA.
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