Powered by Performance. Driven by Her.

Following the success of our earlier category transformations, Sports Direct appointed us to reimagine its Women’s Training department. Initially launched at Oxford Street and designed to roll out across the wider estate, the ambition was to elevate the female offer and position Sports Direct as a credible destination for women’s sport.

The brief was to move beyond functional merchandising and instead deliver performance expertise, product education and multi brand inspiration within a commercial retail environment. The objective was to create a confident, energetic and intuitive destination, while strengthening relationships with key global partners. 

Working in partnership with Frasers Group and Nike, we developed a new Women’s category centred around performance, energy and confidence. The entrance threshold establishes a distinct identity through motivational messaging, category graphics and integrated digital content. 

At its centre sits the Bra and Leggings destination, a curved open feature that brings both categories together to create a seamless and intuitive experience. External walls spotlight key brand partners, while internal displays group leggings by activity to support navigation and decision making. A digitally wrapped column integrates a Fit Finder and training guidance, connecting physical product with clear, accessible digital education. 

A considered material palette of corrugated aluminium, ribbed metal finishes and soft purple lighting introduces texture and depth, while multi brand showcase moments and a dedicated accessories zone guide customers through the department according to their training needs. 

First launched at Oxford Street and now implemented in Cardiff and Liverpool, the Women’s Elevation concept has established a scalable platform for Sports Direct’s female category. 

The department delivers a more engaging and commercially effective experience, strengthening brand partnerships while enabling Sports Direct to elevate and scale its women’s performance category across its flagship environments.