adidas x Sustainable Design
A shop-in-shop space within Sports Direct was created using over 95% sustainable materials in its retail fixtures.
adidas x SDI, Putting sustainability at the forefront of design
The launch of Sports Direct’s newly revamped flagship store on Oxford Street made waves across LinkedIn—but there’s more to this transformation than just a sleek new look. Behind the eye-catching design lies a bold new vision redefining what a flagship store can be.
Idea
adidas tasked D4R with designing their flagship store concept—placing sustainability at the heart of the brief. In addition to championing eco-conscious design, we were also challenged to deliver a bold, high-impact visual experience. This included the integration of striking touchpoints, product storytelling, and interactive digital tools across key product categories.
At D4R, we believe design is central to the evolution of physical retail—and that the future of retail design must be sustainable by default. Guided by deep consumer insight and our commitment to responsible innovation, we developed a design strategy for adidas that ensured over 95% of materials used in retail fixtures were sustainably sourced.
“Sustainability at the forefront of the flagship store design”
Insight
As we embarked on this exciting project, the D4R team fully embraced its sustainable direction—embedding eco-conscious thinking at every stage. From curating branding and digital content in the design studio to producing detailed engineering packs for precise manufacturing, and managing the collation, assembly, and execution of all hardware elements within the Sports Direct re-fit programme, sustainability remained at the core of our approach.
All materials were carefully selected based on their low environmental impact, reusability, and alignment with environmentally responsible production methods. Just as important, they had to meet the rigorous safety standards and functional requirements expected by one of the UK’s leading sports retailers.
Guided by this ethos, we incorporated materials such as cork, eco-board, and sustainable inks into the design. We also integrated recycled ocean plastics, aligning with adidas’ global commitment to eliminating virgin plastics from all products by 2024. This initiative is a key pillar of adidas’ End Plastic Waste campaign—a powerful movement to raise awareness of the environmental impact of single-use plastics and their harmful effects on our oceans.
Realisation
Sampling, analysis, and pre-assembly played a crucial role in ensuring that adidas’ retail fixtures and displays at Sports Direct were delivered to the highest quality—faithfully executed in line with the sustainable design specifications approved during the creative development phase.
In close collaboration with adidas’ Global market, D4R developed a series of innovative design solutions that not only met but elevated the objectives of local sales and marketing teams—driving both product engagement and consistent brand storytelling. Aligned with the retailer’s 3.0 concept guidelines and adidas’ evolving retail direction, our designs were crafted to reflect and amplify the brand’s core values—placing sustainability front and centre in both form and function.
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