_ adidas X SDI

Sports Direct launches its third new concept flagship!

As a preferred supplier, Design4Retail (D4R) partnered with adidas to execute a series of branded spaces throughout Sports Direct’s flagship store at Manchester Arndale. And with Manchester being home to adidas’ UK-based HQ, the adidas team sought a premium execution for Sports Direct’s third new concept store launch!

_Strategy & Concept Design
_2D Design & Artworking
_Digital Content Creation
_3D & Technical Design
_Client Service Support
_Project Management
_Prototyping & Production


From retail strategy and concept design through to technical development and installation, D4R provided Europe’s number one sports’ retailer with an end-to-end service that would elevate adidas’ Sports Direct branded space concept, include new consumer engagement opportunities through impactful branding and digital elements, and dutifully impress both adidas and Sports Direct’s senior stakeholders.

New consumer engagement opportunities


We studied potential shopper journeys and lines of sight to identify takeover opportunities via engaging touchpoints and disruptive branding graphics and digital media. Following the initial stage of strategic and conceptual design, our team nurtured the project to its implementation through creative refinements, technical engineering, and material and fixture sampling, before applying this premium ‘3.0’ creative concept to all adidas category areas, including the application of branding graphics and digital media in the iconic football area.

Our in-house digital motion artworker created a series of animation graphics to display on screens throughout the store – translating the concept into animation to create affinity between the adidas category areas and aid brand storytelling.


This new concept flagship store gained substantial media attention with the CEO of Frasers Group, Michael Murray, going ‘live’ on LinkedIn to show-off the Manchester-Arndale store and explain the rationale behind its make up. And with adidas being a major brand in this multi-brand retailer, occupying considerable space on each floor, the German-born sportwear label received a huge amount of recognition and affirmative feedback – so much so that Design4Retail have been instructed to apply the premium concept toolkit to two existing flagship stores.

Ideas made possible.