Sports Direct set out to become the most authentic and commercially credible running destination in performance retail. Our brief was to reimagine the Running department to reflect this ambition, creating a best-in-class experience that could engage beginners and serious runners alike.

We partnered with industry experts to redefine the category from the ground up. Instead of organising by brand, we designed a customer-first layout that supports shopping by end use helping runners find the right product based on their goals and needs. We introduced a bold new category identity alongside intuitive, digital tools, educational content, and an in-store gait analysis zone. The space empowers self-service and encourages confidence at every level of the journey.

The new Running department puts the consumer in control. Brands take a back seat as unbiased guidance, education, and fit precision come to the fore. The concept has attracted new performance brands and is already being recognised as a benchmark in the category. It’s now being scaled across Sports Direct’s new and existing stores: setting a new standard for what running retail can be.