Creative Retail Awards 2026.
D4R were highly commended in two categories, recognising the creativity and collaboration behind our experiential retail work.
CREATIVE RETAIL AWARDS 2026
Some of the D4R team joined the retail design community at The Clapham Grand in London for the 2026 Creative Retail Awards. The ceremony brought together retailers, designers and collaborators to celebrate the work shaping the industry.
It was a chance to catch up with peers and former colleagues, find inspiration in the projects on show and celebrate two Highly Commended awards for our work with adidas and Under Armour in collaboration with IUF. Both projects use technology to make movement and participation part of the store visit.
adidas x Sports direct experiential takeover
Highly Commended in Retail Technology Innovation.
At Sports Direct’s Liverpool flagship, the adidas Football Skill Zone gives customers the opportunity to put their football skills and adidas products to the test. Interactive challenges sit within an industrial arena of corrugated metal, caging and black artificial turf, with digital screens displaying scores and leaderboards.
Working in collaboration with IUF, we developed and delivered the physical environment around the gamification technology. The space was built to support active play and product trial, while creating a clear adidas presence within the store. It recorded 620 interactions in its first three days.
Under armour x Sports Direct total footwork
Highly Commended in Omnichannel Experience.
Delivered in collaboration with IUF at Sports Direct Liverpool, the Under Armour Total Footwork zone brings the brand’s focus on athletic performance into the store. Fast Track and Power Step challenges test players’ precision and reactions across touch-responsive LED floor tracks.
Our team developed and delivered the physical installation, including the industrial cage structure and flooring that supports the digital experience. QR registration connects gameplay with Under Armour’s customer database, allowing participants to opt in to further engagement with the brand.
With more than 2,000 plays recorded in its first two weeks, the zone brought customers into the experience through movement and competition, connecting physical participation with a digital customer journey.
Thank you to our clients, collaborators and everyone at D4R whose ideas, expertise and commitment made these projects possible.
Congratulations to all the winners and fellow highly commended teams, and thank you to the Creative Retail Awards for bringing the industry together.
Let’s carry on the conversation…
